Tourism Australia had their latest campaign unveiled in New York. It highlights the country’s strengths in world-class aquatic and coastal experiences. The campaign, “There’s Nothing like Australia”  aims at luring high-spending international visitors from the US, Europe, China and other important markets. The launch in New York was held on the eve of Australia Day and was attended by Foreign Minister Julie Bishop.

The new creative captures a dozen of distinct experiences. The campaign is peppered with themes that touch every state of Australia. There are virtual experiences galore. They include helicopter ride over the 12 Apostles; snorkelling on the Great Barrier Reef; sailing through the blue waters of Rottnest Island; kayaking at Katherine Gorge; swimming thrill at Sydney Harbour; exciting beaches of South Australia; and walking the Three Capes Track in Tasmania, reports Travel Industry Wire.

The campaign ably complements the existing marketing efforts by Tourism Australia in promoting Aussie food and wine. Speaking at the event, Tourism and International Education Minister Richard Colbeck said the campaign coincides with the holiday booking season for American tourists. He said the launch in China market would happen in April.

Tourism Australia Managing Director, John O’Sullivan described the new campaign as more focused in terms of leveraging Australia’s key competitive advantages.

The campaign is unique in one more way. Tourism Australia has hired Chris Hemsworth—Melbourne-born Hollywood actor as the brand’s global ambassador to enhance the campaign’s appeal. In the AU$45 million campaign, the voice over by Hemsworth stands out.

“I have always been so proud to be Australian and it’s a pretty special feeling knowing that I will have a role in promoting my country to the world and encouraging more people to come down under and experience our amazing beaches and landscapes for themselves,” said Chris Hemsworth.

With the new campaign, Australia is aiming to take on Hawaii and South Africa, which are strong in coastal and aquatic experiences, reports AFRThe official said 70 to 80 percent of international visitors have been participating in some sort of aquatic experience during their Australian visit.  The new campaign is trying to optimise those experiences by giving advance virtual experiences to the customers.

Meanwhile, chief marketing officer Lisa Ronson told Travel Weekly that the brand will be investing heavily in technology to convert customer interest into bookings.