LONDON – The Australian Tourist Commission has put its revamped website at the heart of its new £150m global marketing push, which eschewes postcard images and using some of Australia's best-known writers and artists to promote the country.
The ATC has redesigned the look of australia.com to reflect the new brand signature of 'Life in a Different Light' representing Australia as a country, rather than merely a holiday destination.
The campaign kicks off in the UK, with more than £4m being spent on the 'Brand Australia' advertising, starting May 26. The revamped australia.com site, created by TBWA\Tequila Australia, will act as a call to action throughout the campaign.
The ATC is predicting a 20% increase in traffic in the first phase of the new advertising. There are new Flash mastheads on the homepage of the site and four sets of mastheads that change every time surfers enter.
The colour scheme has changed to reflect the new brand palette, and there is a new Flash pop up on the homepage with a series of brand images linked to the senses under headings: 'Touch', 'Hear', 'Breathe', 'See' and 'Taste Life Differently'.
Emma Bradley, marketing director at the ATC, said: "The changes to australia.com are a crucial part of the overall marketing mix in the launch of Brand Australia. UK site visits are up 150% for the past six months over the same period last year and the changes we have made to the site will inspire and inform both new, and repeat, users about the destination."
The ATC has also invested in an interactive TV ad campaign. By pressing the red button on Sky Digital, viewers are taken through to three different colour themed pages that encourage viewers to 'click here to See Australia in a Different Light'.
Created by Sydney agency Whybin TBWA, a series of 60-second and 30-second television ads will show Australia through the eyes of the artists Brett Whiteley and Barbara Weir, the poet Les Murray, cricket legend Richie Benaud and the singer Delta Goodrem.
One of the spots shows an animated version of a Whitely painting of the Sydney Harbour Bridge, with the words of chat show host and frequent visitor to Australia, Michael Parkinson.
Emma Bradley, European marketing director at the Australian Tourist Commission, said that the new Brand Australia was taking a unique marketing approach, which marked major shift away from traditional tourism picture postcard marketing.
"The concept is executed in the TV advertisements through the different perspectives of our Australian and British personalities who highlight new aspects of the country that are not well-known in the UK. They tell their stories through food and wine, literature, music, poetry and art," she said.
Delaney Lund Knox Warren has created outdoor, online and interactive TV elements of the campaign, and the UK media is through BJK&E.
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