Tourism Australia has launched the second phase of the "There's nothing like Australia" campaign, with a musical TVC.

The TVC, which was created by DDB Sydney, features a selection of Australians singing the country’s praises.

DDB Australia national creative director & vice chairman Matt Eastwood told AdNews the song was created after Australians were asked to contribute to the “There's nothing like Australia” website.

Jointly composed by musician Josh Abrahams and DDB Sydney, the song is sung by locals at iconic Australian locations.

“We chose to set the stories to music because this campaign is running across the world. The music gets into people's minds and hearts and you respond even if English is not your first language,” Eastwood said.

The campaign includes a 90-second TVC as well as multiple cut-down versions. "Each component has been created to work independently so you can match the market with the execution," Eastwood added. "There are also 12 brand print ads and with close to 30,000 entries we have a massive amount of photos that people sent that are going on the website."

Tourism Australia executive general manager marketing Nick Baker said: “From the get-go, we have listened to the Australian public and the industry, and found that 80% of Australians wanted to promote their country as a travel destination."

DDB Sydney group managing director Chris Brown added that while the campaign was rolling out in the UK in mid-June, it would also appear domestically in cinemas.

"Research from Tourism Australia has shown that while the campaign has a global focus it has also made people want to go on a domestic holiday and this is why the campaign also has a domestic element. The campaign platform is designed to run for the next five to 10 years," Brown said.

The TVC was launched this morning at the Australian Tourism Exchange conference in Adelaide.

See the "There's nothing like Australia" campaign.

Story by Helen Schuller, AdNews.