Tourism Australia's latest instalment of the There's Nothing Like Australia campaign via DDB Group Sydney has launched with an interesting and non traditional musical choice.
It’s Like Love, by Dewayne Everettsmith and Jasmine Beams comes from the Making Tracks Project produced by DDB last year.
Executive creative director, Dylan Harrison, said the music had been a huge step change.
“There is an unparalleled power of film to inspire, hence why it’s the centre of this campaign. It’s deliberately emotional to get a visceral response from people, to create an urgency around delving deeper into the campaign across the other channels,” he said.
“The advantage of building on an established platform is the other channels can do the heavy lifting around what’s possible in Australia. The job of the film, print and digital paid media is purely to inspire, to attract people to spend more time with the website, tablet app and in social."
In another first the campaign launched domestically and internationally at the same time.