Melbourne, March 31(ANI): The new tagline of Tourism Australia is "There's nothing like Australia".
The earlier caption by model Lara Bingle, "So where the bloody hell are you?" got banned by the Brits and could not be translated to the Japanese, making the authorities choose a fairly simpler one this time.
Tourism Australia managing director Andrew McEvoy suggested the tourism campaign aims to showcase the country as a great tourist destination.
"Australians want to tell the world passionately and proudly about our great country," News.com.au quoted McEvoy as saying.
And he described the new tag line as "a line for the ages", hoping it to last for next 10 years.
Meanwhile, Federal Tourism Minister Martin Ferguson has asked Australians to participate in the campaign by submitting pictures and descriptions of their favourite local destinations on a new website www.nothinglikeaustralia.com starting April 15.
Apparently, the first stage of the campaign will cost just 4 million dollars, but Tourism Australia expects to invest at least 150m dollars over the next three years. (ANI)