Tourism Australia has been working hard on creating innovative campaigns, the most recent of which is its award-winning selfie strategy.
In fact, this GIGA Selfie promotion has received recognition across the globe having been given three prizes at the 2016 Cannes Lions Advertising Awards.
GIGA Selfie saw the world's largest selfie service travellers in two of Australia's iconic destinations - the Gold Coast and Sydney.
The prizes the campaign won were Gold and two Bronzes in the Cyber Tangible Tech, Director Use of Ambient Media in Large Scale and Mobile Social Trends categories respectively.
John O'Sullivan, Tourism Australia's managing director, said that this was in fact the first time that the tourism operator had been honoured at the Cannes awards show.
The Cannes Lions are much coveted awards and this year there were more than 40,000 submissions received, further bolstering the accolade earned by Tourism Australia.
Mr O'Sullivan commented: "Global tourism is a highly competitive marketplace, which means we are always looking for new ways to stand out from the crowd and demonstrate to potential travellers why they should visit Australia over other rival destinations."
Quite accurately, he added that selfies have become a huge part of people's travel experiences and Tourism Australia has used them to build the social media advocacy of its brand.
Originally, the GIGA Selfie was the idea of Tourism Australia's office in Japan and using the latest camera technology selfies were taken of Japanese travellers on a beach on the Gold Coast.
It was from here that the pictures were shared on Tourism Australia's various social networks and then dispersed around the world.
The team next met up with Canon in Sydney to carry the promotion through the city. Not only this but it was also part of this year's Lunar New Year celebrations, which was set against the backdrop of Sydney harbour
It's hoped that the promotion will encourage people to share their own selfie holiday experiences from Australia.
You can see and share the campaign throughout Tourism Australia's social networks and at Australia.com.
