Tourism Australia's latest 'There's Nothing Like Australia' campaign focuses on what the country's coasts and aqua experiences have to offer and so far it has been very well received.
According to the Tourism Australia website, the campaign has garnered much attention from international travellers and support from international trade and tourism businesses.
Since the premiere of the campaign film featuring a voiceover from Australian-born actor Chris Hemsworth, the video has been watched over five million times on various social networking and streaming websites.
Australia.com, which has featured the video on its site, has also reported a record amount of visits to the page and has received much positive feedback on the video's content.
Similarly, Tourism Australia's fans on its social media networks have been keen to praise the video and campaign.
Tourism Australia's managing director John O'Sullivan commented on the success of the campaign so far saying: "As with Restaurant Australia, we've built this campaign based on our market insights along with strong engagement with industry, the states and territories and our commercial partners."
Mr O'Sullivan believes that by involving all of their partners along the various stages of the process, they have been able to build a more successful campaign overall.
It's hard to disagree with him as the numbers show that 2,000 media articles have been published, publicising the campaign and its launch, which has delivered an estimated $50 million (£24.5 million) to the campaign so far.
Australian tourism businesses are keen to get on board with the campaign and have been contributing photos to Tourism Australia's social media channels. Some have been embedding immersive 360-degree video content to their own websites, courtesy of the tourism operator.
In its next move, Tourism Australia will spend $40 million over the next six months to support the campaign and push it wider. This rollout will start in the US as a joint campaign with Virgin Australia and will expand to other international markets, including the UK, China and India.
