Aussies Lured Back to Our Cities in Latest Iteration of Tourism Australia's ‘Holiday Here This Year’ Campaign
Homegrown personalities and Tourism Australia ambassadors, Hamish Blake and Zoe Foster-Blake, are helping to lure Australians back to our major cities as part of a new campaign via M&C Saatchi Sydney, that shines a spotlight on the incredible dining, entertainment, retail and cultural offerings that are ready to be enjoyed.
The City Escapes campaign, which is the latest iteration of Tourism Australia’s Holiday Here This Year campaign, seeks to drive visitors back into our cities, which have been some of the hardest hit tourism destinations as a result of the global COVID-19 pandemic.
Federal Minister for Trade, Tourism and Investment, Dan Tehan said every Australian should do their patriotic duty and take a holiday in Australia this year: “Every dollar spent on a holiday in Australia is a dollar that supports a tourism job and business and helps support our wonderful tourism sector.
“So now is the time to book a holiday to explore one of our major cities, and experience the world-class accommodation, attractions, dining and culture on offer.”
Tourism Australia managing director Phillipa Harrison said the new campaign sought to remind Australians of all the things our cities are known and loved for by travellers around the world: “Our cities are the key international gateways to Australia and transit hubs for travellers, so it’s no surprise that they’ve been hit the hardest in terms of tourism spend, hotel occupancy and aviation capacity over the past year.
“While our international borders remain closed and travel restrictions continue to fluctuate around the country, our cities run the risk of continuing to bear the brunt of this pandemic despite offering so many incredible, safe experiences and being more affordable than ever.
“As part of this campaign we are calling on Australians to help support their fellow Australians by booking a city escape, which in turn will help to support the thousands of city-based hotels, restaurants, bars, cultural attractions and experiences that rely on tourism for their livelihoods.”
Says Susan Coghill, Australian chief marketing officer, Tourism Australia: “We are really excited to share this next installment of the ‘Holiday Here This Year’ campaign with Hamish and Zoe.
“We’ve now taken them out of their house when they were doing their holiday planning in the first phase of the campaign, into our amazing cities where we see them experience the joy of being out and about once again.
“Our job of creating desire and demand for travel continues to be more important than ever, and as part of this effort we need to rebuild confidence in our cities. The industry has worked so hard to provide such wonderful safe experiences for visitors, and it’s a privilege for us to be able to showcase these experiences to Australians.”
Hamish and Zoe said: “We have such a unique collection of clean, safe, beautiful cities with lots in common with each other but a vibrancy that’s unique to each city. We’re extremely lucky.
“There is always a café, shop, pasta spot, or small business just around the corner waiting to give you a memory you weren’t expecting. And at the moment our cities are full of Australians! And that gives travelling such a unique vibe right now that we may never feel again, it’s like a big family holiday wherever you go.”
The City Escapes campaign will be rolled out across a range of channels including TV, print, online, social media, content partnerships, search, radio, cinema and outdoor advertising. Assets and information are also being made available to industry to use in their own marketing initiatives.
The campaign is also being supported by a range of key partners including Qantas Holidays, Mastercard, Ticketek and Trip.com Group.
Tourism Australia also continues to provide consumers with the practical resources and inspiration they need to book a holiday and travel safely around Australia, with tailored content, itineraries, and industry offers on Australia.com. This includes an online Australian COVID travel portal available at https://www.australia.com/en/facts-and-planning/useful-tips/coronavirus-travel-safety.html that brings together key safety information, travel restrictions and guidelines from across the country.
More information on the campaign can be found at: https://www.tourism.australia.com/en/about/our-campaigns/holiday-here-this-year.html
Genre: People , Scenic , Storytelling