A week-long tourism advertising blitz has begun across the country today, aimed at getting Aussies to book their next domestic holiday and boost visitation to those regions that need it the most.
The $5 million marketing push is the first major activation of Tourism Australia’s ‘Holiday Here This Year’ campaign for 2021, and will run until 6 February.
It aims to inspire people to take a well-deserved break and, in doing so, provide much-needed support to tourism operators and communities around the country.
The campaign activation will feature Australian destinations, tourism products and experiences, including areas impacted by last summer’s bushfires.
The week of marketing activity will combine event sponsorships, publisher-created content and in-program editorial integration, as well as national advertising running across key television programs, online and print, and 2,500 outdoor ads.
As part of the nationwide initiative, Tourism Australia is also encouraging the tourism industry to coordinate an aligned advertising push across their own marketing and social media channels during the same period.
Minister for Trade, Tourism and Investment Dan Tehan said the campaign was part of the federal government’s ongoing support for the domestic tourism industry, which is worth $100 billion to the Australian economy and supports more than 621,000 local jobs.
“We want Australians to get excited about holidaying in Australia,” Tehan said.
“Our country is one of the most popular tourist destinations in the world, and this year is an opportunity for Australians to discover why.
“This nationwide advertising blitz will inspire Australians to plan and book their next domestic getaway in the weeks and months ahead.”
Tourism Australia managing director Phillipa Harrison said that with many Aussies 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,” she explained.
“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.”
Despite the recent disruptions, Harrison noted that consumer confidence remains high, with many Aussies 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,” she said.
Over the years, VEGEMITE has been largely misunderstood across the globe, with Aussies often having to defend the spread and detail exactly “how to” best enjoy the stuff. But as it turns out, Australians have been getting it wrong this whole time! VEGEMITE and Thinkerbell ventured to food mecca New York to recruit Brooklyn Master […]
Subway has this week, officially launched its digital game Sink A Sub, with the first $10,000 prize already being awarded to a lucky recipient in Queensland. Subway’s Sink A Sub game is a user-friendly experience based on the infamous naval war board game Battleship. It was successfully launched for the first time in 2020 as […]
National Indigenous Television (NITV) has announced the appointment of Peter Noble as general manager, to support the continued growth and evolution of the channel dedicated to First Nations voices and perspectives. Noble (pictured) a proud Girramay and Bandjin man, joins NITV with more than 20 years’ experience in the media industry, working across content disciplines […]
Reality TV star, influencer and unabashed over-sharer Abbie Chatfield has signed with SCA to bring her hugely popular and fiercely candid podcast, It’s A Lot to Australia’s biggest audio content creator – LiSTNR. Chatfield’s never been afraid to call out bad behaviour or tell it like it is. And that’s just what people love about […]
CM Group, a portfolio of martech companies focused on multichannel digital marketing, today announced its merger with Cheetah Digital under the CM Group name. The merger expands and enhances both CM Group’s and Cheetah Digital’s ability to deliver innovative email, omnichannel, personalization, and loyalty solutions. The combined company will own a broad array of technologies […]
Independent ad tech platform Smart has announced a new partnership with connected TV (CTV) ad platform Publica to accelerate its growth ambitions. The integration is a major step in Smart’s commitment to building a scaled, vertically-integrated TV advertising platform for media buyers and sellers following its recent acquisition of global premium CTV demand-side platform (DSP) […]
Independent creative agency Edge has launched Nevro’s first local campaign, “I am not my pain”. Nevro is a medical technology company offering innovative solutions to chronic pain. Their HFX therapy has been available in Australia since 2011 and is a form of spinal cord stimulation (SCS), where an electrical device is implanted surgically near the […]
Pinterest has introduced a new suite of creator and Pinner products and experiences globally, as the platform continues to evolve to become home for the next generation of creators. At its second annual Pinterest Creators Festival, featuring Megan Thee Stallion and Storm Reid. Pinterest creators Kerin Rose Gold, Wendy’s World, Henri Purnell, Carolina Gelen and […]