DDB Worldwide, which was appointed in July to handle the destination’s campaigns for the next three years, has put together a series of five online creatives using the same imagery including Uluru, sailing and diving as for the television element.
The online campaign begins next week on web portals including AOL, Virgin Media and Yahoo as well as national newspaper websites such as the travel sections of the Telegraph and the Guardian and the lifestyle section of Sky News.
Meanwhile, the Australia profiles on social networking sites such as Myspace and Bebo will get editorial-style content.
DDB, which is also responsible for the print and outdoor side of the campaign has also created 11 print advertisements.
The call to action throughout the £24 million campaign, including a promotional tie-up with Twentieth Century Fox, is for australia.com.