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© 2017 Citizen Relations

Coastal & Aquatic Launch

The Challenge

In a bid to lure more international visitors to Australia and reaffirm its leadership position in offering world-class coastal and aquatic experiences, Tourism Australia (TA) hired Citizen Relations to launch its latest installment of its global There’s Nothing Like Australia ad campaign, entitled “Australia is a place you feel.”  On a size and scale never seen before in destination marketing, TA’s campaign was anchored by the launch of its global TV spot, the announcement of its celebrity brand ambassador plus a host of  ground-breaking Virtual Reality, 360 and 3D technology, and user generated content … allowing travelers to “feel” all the wonders of Australia before even getting there.

To build excitement leading into the launch, TA announced its newly appointed global ambassador, A-list actor and Aussie native Chris Hemsworth, who would become the new voice of the global campaign and unveil the creative at an event in New York City on the eve of Australia Day (January 25).

Tourism Australia

The Approach

The Australia Day VIP event not only brought the sun, fun and Aussie lifestyle to freezing NYC, it provided a launch pad for global storytelling by preeminent Australian influencers, including Australia’s Minister for Foreign Affairs the Hon. Julie Bishop, Australian chefs Luke Mangan and Curtis Stone, among other notable Aussie expats and celebrities.

In tandem with the event, Citizen worked with several social influencers and "friends of Australia" to post celebratory Australia Day messages across social, including images/video from their favorite Australian experiences and links to Australia.com to help drive conversion.

Immediately following the launch event, TA embarked on an aggressive media tour, introducing travel publications/influencers (who could not attend) to the new campaign and VR assets. TA's Managing Director, John O'Sullivan, conducted a business media tour to illustrate the importance of the US market to Australian tourism, demonstrating why "There's Nothing Like Australia."

The Results

The launch campaign surpassed all US PR goals, with coverage across all major news, entertainment and lifestyle outlets.