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6 May, 2021

Tourism Australia urges Aussies to take an epic holiday in new $9m campaign

By Travel Weekly

The next phase of Tourism Australia’s ‘Holiday Here This Year’ has dropped, with ambassadors Hamish Blake and Zoe‐Foster Blake showcasing some of the country’s most epic holiday experiences.

Created by advertising agency M&C Saatchi, the new $9 million ‘Epic Holidays’ campaign urges Aussies to travel further, book a longer stay, and enjoy the benefits of a bigger domestic holiday.

The campaign will be rolled out across a range of channels including TV, print, online, social media, content partnerships, search, radio, cinema and outdoor advertising.

https://www.youtube.com/watch?v=Lxhm3wDiVrE

There is also a new online quiz to assist Aussies in finding their perfect holiday match, and campaign assets are being made available to tourism industry professionals to use in their own marketing initiatives.

The campaign is also being supported by a range of key partners including Flight Centre, Travel Associates, Big Red Group and Klook.

Federal Minister for Trade, Tourism and Investment Dan Tehan said: “Australians typically spend more overseas than foreign tourists spend in Australia, so we want Australians to treat their domestic holiday this year like an overseas trip.

“The net impact of Australian tourist spending in Australia was a positive benefit to the economy of around $7.5 billion in the December quarter; and in 2019, holidays of five nights or longer contributed $31.8 billion to the economy.

“Every epic holiday that we take in our own backyard delivers a significant shot in the arm for our tourism businesses, workers and communities.”

Tourism Australia managing director Phillipa Harrison said the new campaign sought to encourage Australians to take the opportunity to book an epic holiday, especially when there had been limited opportunities to do so in the past year.

“This latest phase of our Holiday Here This Year campaign is focused on reminding Australians of some of the big adventures that can be had when exploring the many destinations, landscapes, and natural wonders that make Australia truly awe‐inspiring,” she said.

“With a backyard as vast as ours, Australians are spoilt for choice when it comes to epic destinations and holiday experiences. We have a reef so big you can see it from space, the world’s greatest rock formation, and mountain ranges that dominate over three states and more.

“To make the most of these epic holiday opportunities, we’re urging Australians to take a bigger break of five days or more and explore those parts of the country that are especially reliant on international visitors.

“Taking a longer break is not only good for our personal wellbeing but also for Australia and the many communities and businesses that rely on tourism.”

Cam Blackley, chief creative officer at M&C Saatchi, said: “While beloved big fibreglass things dot the Aussie landscape, we wanted people to reassess the experiences they can have in Australia; to view the hidden and not-so-hidden wonders we are surrounded by as the real ‘big things’ worth exploring.

“It’s epic, it’s magical and feels like a compelling reason to Holiday Here This Year.”

Tourism Australia is throwing its support behind Travel DAZE, the industry’s most thought-provoking conference, in 2021 as presenting partner.

The conference will take place from Monday 12 July to Friday 16 July 2021, and it will once again be held virtually and free to attend.

Save the dates and register now HERE to secure your place! The first 100 to register will be in the draw to win an InterContinental Hotels & Resorts voucher!*

*Winners must redeem voucher points by 10 June 2021.

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Email the Travel Weekly team at traveldesk@travelweekly.com.au

australia Cam Blackley Dan Tehan destination: marketing Domestic tourism domestic tourism campaign domestic travel epic holiday Epic Holidays Hamish Blake M&C Saatchi Phillipa Harrison tourism australia travel advertising travel marketing Zoe Foster-Blake