Public Relations Campaign Analysis: Australia Tourism Initiative

This report provides a comprehensive analysis of the "There’s Still Nothing Like Australia" PR campaign launched by Tourism Australia. It examines the campaign's objectives, strategies, and its reflection of Australian culture, particularly in the context of the 2019-2020 bushfires. The report discusses the campaign's historical background, its reflection of Australian culture, and the necessity of the campaign for rebuilding the tourism industry and restoring the country's reputation. It highlights how the campaign leverages experiential tourism, showcases indigenous cultures, and promotes various cities and attractions. The analysis also covers the campaign's role in addressing negative perceptions following the bushfires and its importance in international communications. The report concludes by emphasizing the significance of PR campaigns in promoting a country's activities and attracting visitors, thereby benefiting the nation's economy and international image.

Running head: PUBLIC RELATION
PUBLIC RELATION
Name of the Student
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Author Note

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Introduction
Public relations (PR) is considered to be practice or method of managing and spreading
information deliberately between a person or a company and public. According to scholars,
public relations is mainly about managing the reputation of a person or a company (Ki, Pasadeos
& Ertem-Eray, 2019). Public relations generally involve gaining support and understanding from
clients and also help in influencing behaviors and opinions. PR professionals often use all sorts
of communication and media in order to maintain, build and also manage positive reputation of
clients. It has been seen that mostly celebrities and organisations hire PR professionals and come
up with various PR campaigns that helps in managing a positive reputation and offer acts as a
promotional tool as well however, in recent times, it can be seen that many countries have been
hiring PR professional and coming up with various PR campaigns and strategic communication
method in order to maintain a positive reputation. Szwajca, (2017) states the reputation of a
country is considered to be a valuable asset and it acts as a source which helps a country gain
competitive advantage. PR officials and practitioners help people to communicate about the
country to news media and international publics and is stated to be one of the most effective and
useful platform. This paper will be focusing on the campaign introduced by Australia tourism,
“There’s Still Nothing Like Australia” and discuss about how it reflects on the culture of
Australia.

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Discussion
“There’s Still Nothing Like Australia”, the campaign
There’s Still Nothing Like Australia is an international recovery campaign which was
introduced and launched by Simon Birmingham, the Tourism Minister of Australia in February
2020. According to reports, the campaign is being supported with $25 million which has been
allocated to the Tourism of Australia though Australian Government’s National Bushfire
Recovery Fund (Tourism.australia.com., 2020). Tourism Australia highly depended on the
successful and long-standing global campaign which was the “There’s Nothing like Australia”
and by the new campaign they want to remind people all across the globe that there is still
nothing like Australia which they have successfully turned into a campaign.
Tourism Australia has been working on this campaign closely with their partners in order
to execute and pan out the campaign successfully all across the globe. Initially the campaign was
launched for a different reason however with the new situation and the fear about the
repercussions due to the Covid-19 in the long run has led various tourism and airlines operators
including Malaysia Airlines, Qantas Airlines, Flight Centre and Singapore Airlines contribute
around $20 million to the campaign (Australian Financial Review., 2020). This campaign will
also be launched in various key markets of Malaysia, Singapore, India, United Kingdom and
Indonesia.
History behind the launch of the campaign
The campaign, “There’s Nothing Like Australia” was basically designed in order to
support the heroes of the tourism and industry. This PR campaign was also launched in order to

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market the activities that had been undertaken by the tourism bodies of the individual states so
that they could successfully recover from the Australia bushfires.
In the year, 2019 due to draught Australia experienced massive bushfires which has had
negative impacts on the country. It did not only have a huge impact on the forests but it had
destroyed more than 2000 houses in New South Wales only and has destroyed several properties,
forests and many animals and people had to lose their lives because of this dangerous bushfire.
This bushfire was massive and not only affected the people but also several industries and the
economy of the country (Wittwer, 2020). Tourism was restricted during that time and many
tourists or travelers even after the bushfires were scared to visit the country which had led to the
lack in tourism.
It has been seen that since the campaign, There’s Nothing Like Australia was launched in
the year, 2010, the expenditure or spend of international tourism had risen by around $19 billion
(Tourism.australia.com., 2020). Thus, the aim of this new campaign was to ensure that people
come and visit Australia even after the bushfires as nothing has changed in the country and the
country is still going to present what the tourism use to present to the tourists before which aims
on rebuilding the tourism industry in the country.
Reflection of the campaign on the culture
“There’s Still Nothing Like Australia, the campaign, aims on attracting tourists and
visitors to the country and it has been seen that this campaign does so by reflecting the culture of
Australia all across the globe. This campaign highlights the best experiences and attractions that
the country needs to offer to their visitors and given an insight about the culture which one needs
to experience to fall in love with the country and consider visiting Australia repeatedly.

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This campaign helps in bringing back and uplifting the tourism industry in Australia and
it has been this campaign highly emphasizes on trips to the Kangaroo Island and Great Barrier
Reef and also the Red Centre (Radomskaya, 2020). However, due to the bushfires many places
have not been recovered yet and thus, it has been seen that the campaign highly encashes on the
culture of Australia by providing customers with experiential tourism in the country.
The campaign promotes various cities and places in Australia where people should consider
visiting to have a beautiful experience by getting a glimpse of the picturesque locations and also
feel the culture and live the culture for the time they will be in the country which will help them
in gaining positive experience.
The Tourism of Australia provides especially through the campaign shows the culture of
the country where the Aboriginal, Torres Strait Islanders and the Oceanians have made huge
contributions. The campaign that has been introduced by the Tourism of Australia provides
indigenous tourism to the visitors (Middleton, 2019). This shows how the campaign gives an
insight about one of the most important and oldest surviving traditions in terms of culture in
Australia who are the Aboriginal and Torres Strait Islander people and gives an insight about
how they survive and also give an insight about their unique customs and traditions which
provide people all across the globe a rich Australia.
The campaign suggests exploring the various towns and cities in the country and also
reflects on the style of the locals in Australia. According to scholars, the clothes and the dress
sense in Australia is highly influenced by the experience by living in the rugged country and also
by the activities that are modern leisure like the beach culture, swimming and many more

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(Bailey, 2020). The pictures of beaches and the people on the streets in the campaign will also
help in reflecting the country in a positive way.
The promotional and PR campaign, There’s Still Nothing Like Australia also showcases
a video about the country and through the video the culture of the country is reflected with the
beautiful and picturesque locations, the different cultures, the people and may more. The
voiceover in the video also shows the difference in the language in comparison to other
countries. The Australian English is spoken by majority of the people and the language varies in
the accent, the vocabulary, pronunciation and many more.
According to scholars, the culture in Australia is very relaxation and leisure as people in
the country are mainly carefree and live in the moment and are seen to enjoy a good life
(McGowan, Ellison & Lastella, 2019). The campaign provides people with information of what
to do in various cities and town in the country and provides beautiful pictures of malls, beaches
to the café which reflects on the culture of their society where people are mostly relaxed and like
having good time by sitting in café’s with their friends and shopping. The imagery provided
gives an insight about the beautiful country despite of the major issues that the country had faced
the previous year.
Necessity of the campaign: There’s Still Nothing Like Australia
This PR campaign was highly essential for Australia especially after the major disaster
that hit the country which made the country face immense issues in terms of the destruction of
the society as well as the economy. There are various reasons that make this campaign a
necessity for the reputation of the country, Australia.

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One of the factors that makes this campaign necessary is the blame that was put on the
government because of the bushfire crisis in the country. According to reports, various
firefighters had been complaining and were blaming the government because of the crisis
situation stating that the government was ill-prepared for a crisis situation like this (BBC News.,
2019). Every media house was printing stories about the lack of preparedness about the
government of the country that had contributed to the rise of the bushfires in the country.
According to scholars, journalism and public relations went hand in hand and with time have
evolved where the role of PR has become to ensure that the reputation of a company or a person
is not maligned as positive reputation is highly important for a person or an organisation in the
society (Schönhagen & Meißner, 2016). This campaign has helped in providing information to
the citizens of Australia as well as the peope all across the globe that the government has tried
their best and has been taking steps that is going to benefit the country and the economy of the
country in the long run. It can be seen that this campaign has helped the government overcome
the negative reputation and the backlash they were receiving for lack of preparedness during the
bushfires and gain a positive reputation because of the campaigns and their efforts to help the
society and the environment.
This campaign is considered to be a global campaign and has helped the country establish
international communications and provide information to different countries as well. According
to scholars, it has been seen that the diverse communication professionals in the PR profession
helps in shaping the characteristics and also the communication styles of the public relations
industry (Wolf, 2017). It has been seen that this campaign has been communicated uniquely and
differently because of the diverse people working in this industry in the country which has
helped in shaping the PR campaigns and has helped many people take notice of the campaign.

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This was necessary as after the Australia bushfires, with negative reports many people had been
thinking negatively of the country and unique and different communication has helped in
engaging people efficiently.
The Australian bushfire had destroyed the beautiful attractions of the country and also
various houses. It had been seen that due to the bushfires the country lost a lot of tourists and
many people were scared of visiting the country after the bushfires and many thought that there
was nothing left to see after the occurrence of such a disaster. This campaign was highly
necessary as this campaign aims on stating the fact that there are still may beautiful places left to
explore and gain experiences which makes Australia unique and different and a place worth
visiting. This campaign does not only encourage tourism but also reflects on the culture and the
various aspects paving way for the country to gain positive reputation.
Conclusion
Public Relations campaigns are highly important and it has been seen that many countries
have been considering PR activities and promotional tools to promote their activities and provide
the world with information which helps in benefiting the country. There’s Still Nothing Like
Australia is one of the most important PR campaign which has been introduced by the Tourism
of Australia which not only reflects on the culture of the country in a positive way in attracting
people to visit the country but has also helped the country in communicating the things they are
doing for the tourism industry especially after the bushfires in order to gain positive reputation
from the locals as well as people all across the globe which will help the country in gaining a
competitive advantage in the market and help the country in the growth and development in the
near future.

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References
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Retrieved 8 April 2020, from https://www.afr.com/companies/tourism/there-s-still-
nothing-like-australia-to-lure-back-tourists-20200220-p542t5
Bailey, M. (2020). Urban disruption, suburbanization and retail innovation: establishing
shopping centres in Australia. Urban History, 47(1), 152-169.
BBC News. (2019). Why Australia's PM is facing anger over bushfires. Retrieved 8 April 2020, from
https://www.bbc.com/news/world-australia-50737887
Ki, E. J., Pasadeos, Y., & Ertem-Eray, T. (2019). Growth of public relations research networks: a
bibliometric analysis. Journal of Public Relations Research, 31(1-2), 5-31.
McGowan, L., Ellison, E., & Lastella, M. (2019). Sea-level playing fields: an exploration of the
histories of beach soccer and its practices within one specific context, the Australian
beach. Soccer & Society, 1-10.
Middleton, D. R. J. (2019). Culture as a commodity? The cultural dynamics of Indigenous
tourism in the Far North East of Queensland, Australia.
Radomskaya, V. (2020). Promoting cultural tourism in Australia: an urban perspective. Emerald.
Schönhagen, P., & Meißner, M. (2016). The co-evolution of public relations and journalism: A
first contribution to its systematic review. Public Relations Review, 42(5), 748-758.

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Szwajca, D. (2017). The importance of reputation of a country in the process of building its
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Finansów i Prawa w Bielsku-Białej, (1), 99-114.
Tourism.australia.com. (2020). 'There’s Still Nothing Like Australia' Campaign Roll Out -
Corporate - Tourism Australia. Retrieved 8 April 2020, from
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like-australia-campaign-roll-out.html
Wittwer, G. (2020). The 2019-20 Australian Economic Crisis Induced by Bushfires and COVID-
19 from the Perspective of Grape and Wine Sectors (No. g-299). Victoria University,
Centre of Policy Studies/IMPACT Centre.
Wolf, K. (2017). Diversity in Australian Public Relations: an exploration of practitioner
perspectives. Asia Pacific Public Relations Journal, 17(2), 62-77.

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