The integrated campaign includes a contest which gives participants a chance to win a two-week activity-filled trip and is part of Tourism Australia's on-going global initiative, There's Nothing Like Australia.
Developed by Tribal DDB Singapore, 101 Things invites Singaporeans to caption photos of Australian experiences to win the vacation.
Brent Anderson, Tourism Australia's country manager for Singapore, noted that many Singaporeans have visited or lived in Australia. "By showcasing new discoveries and new takes on old favorites, we will give them more reasons to come back," he said.
The Tourism Australia '101 Things' campaign runs till June 2012 and incorporates print, radio and online media. Media planning duties are handled by OMD.
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