Thursday, 4 February 2016
Questions without Notice
I thank Senator Edwards for his question. This morning, I provided a briefing for members and senators on both sides of politics on the next chapter of Australia's 'There’s nothing like Australia' campaign, which focuses on Australia's aquatic and coastal attributes. The briefing provided members and senators with a hands-on experience, giving them the opportunity not only to view the latest video campaign but also to experience innovative content through virtual reality and a 360-degree immersion technology.
The campaign, featuring Australian star Chris Hemsworth, and worth $40 million, was launched in New York last week with Minister Bishop, and it showcases Australia's incredibly diverse aquatic and coastal experiences. It is estimated that Mr Hemsworth's presence in the campaign has, to date, after just one week, generated $50 million in global advertising value. We have worked with each of the states in generating the content for the campaign and provided them with their own material for their own offerings, if they so choose. Australia is the highest rated destination in the world when it comes to world-class beauty and natural environments. In fact, we outrank places like Hawaii and New Zealand.
Opposition senators interjecting—
I am so delighted that the opposition is so excited about Australia's marketing campaign! It was actually a delight to see Senator Urquhart there this morning. I hope she enjoyed the 3-D opportunities to see the aquatic and coastal campaign. Terri Butler, who is the chair of the Labor Party tourism committee, was there and she was enjoying it.
Tourism is a very important industry for the country. It employs close to a million people—90 per cent of them Australians. It is a very important sector. The aquatic and coastal campaign is designed to build on and promote Australia's natural attributes. That is the point. It is based on very sincere and strong marketing campaigns and it is about demonstrating to the world the attributes of the country.
Industry will actually be able to participate in this campaign. We invite industry to submit to the campaign their views on what makes Australia such a wonderful place to visit.
Senator Lines demonstrates how far in the past she lives by going back to the 'shrimp on the barbie'. She is so lost in the past that she is completely outdated. It would have been nice if she were here this morning to see the campaign—to see the latest technology being shown by Tourism Australia in demonstrating Australia's tourism offerings.
These are iconic offerings from around Australia, like the Three Capes Track in Tasmania; Rottnest Island in Western Australia; the Gold Coast—one of our iconic tourism attractions; Katherine Gorge in the Northern Territory; Kangaroo Island in South Australia; and, of course, the Murray River running through Victoria and New South Wales. We are very focused on providing a strong campaign internationally for the tourism sector, and the vast collection of Australia's aquatic and coastal campaigns— (Time expired)