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 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.
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.
https://www.youtube.com/watch?v=Lxhm3wDiVrE
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.”
Campaign credits
Creative agency: M&C Saatchi
Chief creative officer: Cam Blackley
Executive creative director: Mandie van der Merwe
Associate creative directors: Dave Govier and Rosita Rawnsley-Mason
Senior copywriter: Allie Steel
Art directors: Nicole Yeoman and Sam Rowlands
Group head: Vanessa Boueyres
Senior account director: Nikki Chapman
Account director: Jeff Bradshaw
Account manager: Sean O’Shea
Senior project manager: Jemma Marriott
Chief strategy officer: Emily Taylor
Senior strategy director: Vanessa Graham
Head of content: Emma Parsons
Head of broadcast: Loren August
Associate executive producer: Henry Welch
Design director: Simone Cherry
Integrated designers: Ian Hartigan and Ryan Donnelly
Motion designer: Will Gembitsky
Retoucher: Richard Hughes
Production company: Finch
Director: Christopher Riggert
DOP: Sam Chiplin
Media agency: UM
Group strategy director: Jack Graham
Senior strategist: Alisha Imam
Senior client director: Lisa Hosking
Senior planning manager: Anthony Thomas
Planning manager: Ellie Reid
Integrated planner: Rahma El Sayed
PR agency: OPR
Chief creative officer: Bridget Jung
Design lead: Chad Edwards
Director: Alan Tanner
Account directors: Alex Pugliese, Ellee Donald and Zoe O’Sullivan
Senior account manager: Ellie Thomas
Senior account executive: Thomas Fogarty
Account executive: Emma Hill
Digital agency: Digitas
Senior account director: Max Cahill
Senior project manager: Jade Skinner
Senior account manager: Melissa Jones
Project manager: Raelene Loong
Design lead: Oliver Ree
Senior creative: Nick Duron
Copy director: Hannah Melanson
Head of data and analytics: Michael Daley
AEM lead: Stephen Smithstone
Senior data analyst: Brianna Taylor
Senior CX designer: Cliff Sandler
UI designer: Jae Park
