A £1 million tourism promotional push by Australia to attract affluent long-haul travellers is due to start on Monday (September 17).
The campaign, in partnership with Qantas, will include a 30 second TV advert supported by online, mobile and print elements.
The promotion runs until October 28 and will be followed by partnerships with other airlines flying between the UK and Australia.
Tourism Australia will also extend the campaign in the UK through strategic partnerships with tour operators.
It represents the second phase of Tourism Australia’s There’s nothing like Australia campaign, which originally launched in 2010.
It will run will in 18 of Tourism Australia’s key global markets by the end of the year.
Tourism Australia UK and Northern Europe regional general manager Rodney Harrex said: “When we first launched There’s nothing like Australia in May 2010, it was built to last and designed to be flexible.
“Now is the right time to evolve the campaign to remain competitive and position Australia as an achievable holiday destination that offers premium unique experiences.”
He added: “We want to inspire our primary target audience in the UK – an affluent long-haul traveller aged 50-69 – to make this the year they travel to Australia.”
The campaign features Australian attractions including the Bungle Bungles in The Kimberley, Sydney harbour, Uluru, the Great Barrier Reef’s Lizard and Hayman Islands, Freycinet in Tasmania and South Australia’s Kangaroo Island.
“This new campaign creative clearly demonstrates Australia’s distinctive and high quality tourism products and experiences that are amongst the world’s finest,” Harrex said.
Qantas UK regional general manager Eric Jelinek added: “The creative will drive intention and booking of Australia with Qantas and provide a clear next step for our customers.
We want to maintain Qantas‘ position as the airline of choice from the UK to fly to and around Australia.”