26 May 2010

Australian Tourism to sell Australia through song

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A song, not a simple jingle, will be the linchpin of the second stage of Tourism Australia’s ambitious $180 million international advertising campaign.

ETA Visa

A new song will be part of a Tourism Australia campaign to promote Australian holiday destinations.

The new advertisement, which will be played online, on TV and in cinemas, will be unveiled to more than 3000 national and international stakeholders in Adelaide on Monday.

The ad stars actors and ordinary people singing a new song written by hit music composer Josh Abrahams and ad agency DDB for the ad campaign, "There's nothing like Australia".

Abrahams has worked on films with Baz Luhrmann, including Moulin Rouge, and has a strong following in the dance music industry.

The ad will feature people singing lines from the song in a range of iconic and not so well known destinations in every state.
Tourism Australia hopes the theme song of the campaign, which will make its international debut in Britain in September, would draw people to their website and an interactive map of Australia based on more than 30,000 pictures and 25-word descriptions submitted by famous and everyday Australians.

The interactive map will allow people to find destinations based on personal interests, wildlife, or locations.

All international visitors to Australia, unless they have an Australian or New Zealand passport, must have an Australian Tourist Visa. The most common of these visas is the ETA Visa, which can be easily applied for online and once granted is electronically attached to your passport.


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