Tourism Australia unveil new TV advertisment

Tourism Australia has unveiled its new television commercial featuring a jingle tourism chiefs feel captures the Australian spirit.

The one-and-a-half-minute advertisement features "ordinary Australians" - such as lifeguards, an Aboriginal elder, and buskers - singing along to the song Nothing Like Australia.

The song features lines such as:" There's nothing like the people here, where everyone's ya mate."

The soundtrack was written especially for the commercial by Josh Abrahams - the Melbourne musician behind the 1990s dance hit Addicted to Base.

"All the people who appear in this sing... in a way that captures the Australian spirit with fun and with humour,'' Nick Baker, Tourism Australia marketing manager, said.

"You will see a pilot going over Sydney Harbour singing and the captain of a ferry coming over from Manly.
"We have used song to bring the whole thing together."

With strong references to Qantas's I Still Call Australia Home commercials, the advertisement features a grand finale with fireworks exploding above the Sydney Opera House.

The commercial was the brainchild of Michael Gracie, who directed Hugh Jackman's recent Lipton Ice Tea commercial and YouTube's two most-watched advertising campaigns, the Evian Roller Babies and T-Mobile.

The "friendly and welcoming'' commercial is the latest stage in Tourism Australia's There's Nothing Like Australia campaign, created by DDB in Sydney, which has already seen more than 25,000 photos taken by Australians uploaded to Tourism Australia's website.

The best of photos will be used in digital marketing and make up a mosaic map of Australia with which people can search and plan their trips.

Published in The Daily Telegraph on 31 May.

http://www.dailytelegraph.com.au/travel/news/tourism-australia-unveil-ne...