International tourists approve of the new Tourism Australia ad, online research has shown.
07 June 2010
New Tourism Australia ad proves popular with international tourists
The New Tourism Australia advertising campaign showing singing locals in various landmarks was decried by Australians as full of cringe worthy stereotypes, but internationals tourists approve.
The Australian tourism ad contains the simple jingle "There's Nothing Like Australia", sung by Australians in many different locations to showcase Australian destinations, flora and fauna.
Analysis of "chatter" on social network sites such as Twitter and Facebook in overseas markets suggests the $180 million campaign is already achieving its objective with data compiled by the online measurement company Webtrends showing 70 per cent of people talking about the campaign online liked it.
Importantly, some 64 per cent of the positive comments came from people based the US, a key market for Australia.
All international visitors to Australia, unless they have an Australian or New Zealand passport, must have an Australian Tourism Visa. One of the most popular of these visas is the ETA Visa, or Electronic Travel Authority, that allows holders to enter Australia for up to three months for tourism purposes.