Throw in its official Pinterest page with its 1,100+ followers, and it’s no wonder Nick Baker, Tourism Australia’s executive general manager marketing (pictured below left), believes that social media has become the most powerful and effective marketing tool for the tourism board.

Speaking to WIT at the Australian Tourism Exchange in Perth earlier this month, Baker said that sharing photos and experiences through social media has a strong emotional appeal. It “just works”, he said, paraphrasing the late Apple CEO, Steve Jobs.

Hence, his decision to launch the latest version of “There’s Nothing like Australia” on Facebook first before rolling it out to other channels.

First launched in 2010, the campaign evolved to leverage on technology and social media and was relaunched globally earlier this month. The “revamped” advertisement made its debut on its Facebook page giving its fans the opportunity to view it first and share it on their social network.

The ad – which included scenes filmed in the Bungle Bungles in The Kimberley, Sydney’s Harbour, Melbourne’s Southbank, Uluru, the Great Barrier’s Lizard and Hayman Islands, Freycinet in Tasmania and South Australia’s Kangaroo Island – has garnered more than eight million views globally since its unveiling. On YouTube, it was viewed 175,000 times with 240,000 views on Tourism Australia’s website – australia.com

An interactive app of the ad developed for the tablet has been downloaded more than 6,000 times.

The short film is also a massive hit in China, Australia’s fastest growing, and the venue for the A$250 million campaign relaunch on June 4, with more than 8.3 million views on popular Chinese digital platforms including Tudou, Youku, Banma and Baidu, revealed Andrew McEvoy, Tourism Australia’s managing director (pictured below right).

Baker attributed the ad’s popularity to a personal touch and the music that accompanies both the 90 seconds and three minute versions.

“The 90 seconds film features stories by people who went round the country and shared their holiday experiences. The three minute video is more indepth and shows the wide range of unique experiences and attractions in the vast continent that differentiate Australia from all other countries,” he said.

The sound track in the videos – “It’s Like Love” by Dewayne Everettsmith and Jasmine Beams – also gives them an emotional tone. (Watch both the 90 seconds and three minute ads below).

“The ad is a rational approach to an emotional one. It takes time and money to get to Australia, and so we have to bring it to life and we are doing this by telling stories, said Baker.

McEvoy believes this strategy of using digital advocacy to sell Australia has been critical to the campaign’s rapid and widespread take-up.

“Word of mouth is a powerful thing and I think our approach of getting the advocates of Australia to tell our story for us is really paying off.”

Success is in these statistics – 97% of those who viewed the ad want to find out more about Australia, while 91% want to holiday in the country.

McEvoy also credited partnership with Australian operators as another component for the campaign’s success. The NTO is offering them a range of marketing tools to align existing marketing activities with the campaign.

However, while the world seems to be going gaga over the ad, it was not that well received back on home soil among certain circles, with some describing the video, produced at a cost of A$4 million, as “a bit disappointing”, “lacks authenticity” and “does not work as it appeals to too broad an audience”.

McEvoy of course disagreed, saying that one could go to australia.com or use the tablet application to find a destination, like Melbourne for example, experience the stories of other travellers, customise and build an itinerary to suit one’s requirement to experience Australia.

“This flexibility appeals to the consumers. The two videos explore 14 feature destinations that suits any segment of our key markets – from Asia to Europe to America,” he added.

On Tourism Australia’s digital budget, McEvoy did not disclose the exact figure, but about 25% of the budget goes to the development and maintenance of its Facebook page. “Five years ago 80% of our budget went to mainstream marketing and 20% digital. Now it’s 50:50. We’re investing more in the web.”

The “There’s nothing like Australia” campaign has rolled out in China, the UK, US and Australia. It will be active in 18 of Tourism Australia’s key markets by the end of 2012.

“There nothing like Australia” ad (90 seconds version)