A week-long tourism advertising blitz has kicked off across Australia this week, aimed at getting locals to book domestic holidays to give the sector a badly-needed boost.
Running from January 31 to February 6, 2021, the A$5 million (US$3.8 million) campaign is the latest burst of activity as part of Tourism Australia’s Holiday Here This Year campaign, which encourages domestic travel in order to support tourism operators and communities across the country.
Latest US$3.8m marketing push is the first major activation of Tourism Australia’s Holiday Here This Year campaign for 2021
It features Australian destinations, tourism products and experiences, including areas impacted by last summer’s bushfires. The week of activity combines event sponsorships, publisher-created content and in-programme editorial integration as well as national advertising running across key television programmes, online and print, and 2,500 outdoor ads.
Minister for trade, tourism and investment Dan Tehan said the campaign is part of the government’s ongoing support for the tourism industry.
“We want Australians to get excited about holidaying in Australia. Our country is one of the most popular tourist destinations in the world and this year is an opportunity for Australians to discover why,” he said.
“This nation-wide advertising blitz will inspire Australians to plan and book their next domestic getaway in the weeks and months ahead. Domestic tourism is worth A$100 billion to the Australian economy and our tourism industry supports more than 621,000 local jobs.”
Tourism Australia managing director Phillipa Harrison said that with many Australians returning to work, now was the perfect time to provide them with the inspiration and ideas to book their next holiday.
“Summer is typically the busiest time for our tourism industry, with many operators relying on the revenue generated during this period to support them throughout the year. But as a result of the challenges that we’ve continued to face across the country, for many tourism businesses, this holiday season unfortunately hasn’t gone to plan so far,” she said.
“Despite the recent disruptions, consumer confidence remains high with many Australians keen to take a break and get out and explore their own backyard. This campaign is all about capitalising on this pent-up demand by providing those people with all the content and inspiration they need to convert this desire and yearning for a holiday into actual bookings.
As part of the nationwide initiative, Tourism Australia is also encouraging the industry to coordinate an aligned advertising push across their own marketing and social media channels during the same period.
A week-long tourism advertising blitz has kicked off across Australia this week, aimed at getting locals to book domestic holidays to give the sector a badly-needed boost.
Running from January 31 to February 6, 2021, the A$5 million (US$3.8 million) campaign is the latest burst of activity as part of Tourism Australia’s Holiday Here This Year campaign, which encourages domestic travel in order to support tourism operators and communities across the country.
It features Australian destinations, tourism products and experiences, including areas impacted by last summer’s bushfires. The week of activity combines event sponsorships, publisher-created content and in-programme editorial integration as well as national advertising running across key television programmes, online and print, and 2,500 outdoor ads.
Minister for trade, tourism and investment Dan Tehan said the campaign is part of the government’s ongoing support for the tourism industry.
“We want Australians to get excited about holidaying in Australia. Our country is one of the most popular tourist destinations in the world and this year is an opportunity for Australians to discover why,” he said.
“This nation-wide advertising blitz will inspire Australians to plan and book their next domestic getaway in the weeks and months ahead. Domestic tourism is worth A$100 billion to the Australian economy and our tourism industry supports more than 621,000 local jobs.”
Tourism Australia managing director Phillipa Harrison said that with many Australians returning to work, now was the perfect time to provide them with the inspiration and ideas to book their next holiday.
“Summer is typically the busiest time for our tourism industry, with many operators relying on the revenue generated during this period to support them throughout the year. But as a result of the challenges that we’ve continued to face across the country, for many tourism businesses, this holiday season unfortunately hasn’t gone to plan so far,” she said.
“Despite the recent disruptions, consumer confidence remains high with many Australians keen to take a break and get out and explore their own backyard. This campaign is all about capitalising on this pent-up demand by providing those people with all the content and inspiration they need to convert this desire and yearning for a holiday into actual bookings.
As part of the nationwide initiative, Tourism Australia is also encouraging the industry to coordinate an aligned advertising push across their own marketing and social media channels during the same period.