01 June 2010

There's nothing like Australia

Tourism Australia's long-awaited advertisement was launched yesterday, some two months following the announcement of the tagline 'there's nothing like Australia'. It will air in New Zealand, the United Kingdom, the United States, China, Japan and Germany.

There were mixed reviews in Australia with some commentators suggesting the style was reminiscent of the 1970s or 1980s (see ABC The Drum, Mumbrella).

The tourism advertisement is certainly very different to Brand Australia, which has the tagline of 'Australia Unlimited' and a business focus.

I prefer the latter version.

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