‘Undiscover Australia’ – new campaign to showcase the unknown Australia

Photo Courtesy: Gizmodo

Tourism Australia has launched a campaign in South and South East Asia to crack the typecasts of what Australia has to offer and challenge common misconceptions. The campaign will cost around $10 million.

The campaign consist promotional videos explaining what else Australia has to offer to the tourists, other than the stereotypes like Kangaroo, beaches etc. The videos are created by Clemenger BBDO Sydney and UM, with a tagline ‘Undiscover Australia.’ The campaign targets travellers from India, Singapore, Malaysia and Indonesia by showing unexpected activities and experiences Australia has to offer.

Each video shows a cliched activity tourists often do when visiting Australia, such as seeing a kangaroo and koala and then all on a sudden shows something contrasting and unexpected like swimming with the sharks.

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The campaign is an extension of Tourism Australia’s ‘There’s Nothing Like Australia’ brand platform which initially launched in 2012.

“One of the biggest challenges that we face in this region is that travellers think they know Australia. This campaign is all about uncovering the some of those less well known, hidden gems and inspiring people to come and see a part of Australia they perhaps didn’t know existed” said Lisa Ronson, Chief Marketing Officer at Tourism Australia.

“The extensive use of social media has had a huge impact on how people choose travel destinations, with people now travelling to places where they know they can get that magnificent shot for Instagram” she added.