07 July 2008

Tourism Australia pays $160 million to have Australia re-branded

DDB International has won the contract from Tourism Australia to market Australia to the world, at $80 million a year, reports The Australian. The advertising agency will be working closely with Tourism Australia to re-brand Australia in an attempt to boost tourism numbers.

Tourism Australia has not produced a significant advertising campaign since the controversial “Where the bloody hell are you?” campaign was scrapped.  DDB International have been charged with the new enterprise, and “have no plans to use any profanities,” DDB’s Group Managing Director Chris Brown told The Australian. 

Tourism Australia has been under fire for its approach to marketing recently, as figures show tourism numbers are lagging, and applications for a visa for Australia are following suit.

It is hoped that the Baz Luhrmann film, Australia, will promote Australia on a global scale, in the same way that Lord of the Rings showcased New Zealand to the rest of the world.  “The movie… offers huge potential to put Australia in the spotlight globally and ignite the Australia brand to motivate people who will see the movie to then see the country,” said Geoff Buckley, Managing Director of Tourism Australia.

Tourism Australia is also promoting Australian working holiday visas online through social networks such as MSN. 

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Article by Jessica Bird, Australian Visa Bureau

All travellers to Australia need a visa.  Travellers from some countries can apply online for an Australian travel visa.

Online applications are available for the Australian Working Holiday Visa with the Australian Visa Bureau.