On January 5, Tourism Australia pulled its new AU$15 Matesong campaign by M&C Saatchi, promoting Australia to the Brits, while bushfires continued to ravage the country. The campaign had run for just 11 days, having launched on TV before the Queen’s Christmas address on Christmas Day.
It was the only decision possible. “This is Australia” images of burnt koalas, fire storms, 70-metre high flames, and a smoke-clouded Sydney had replaced the traditional views of sun, sand and outback adventure.
On January 17, Tourism Australia began a review of its annual AU$80m global media contract. It also received an AU$25m government funding boost, part of the government’s AU$76m tourism marketing bushfire recovery package, for its international marketing campaign. That campaign now has a big job to do – showing the world that Australia is safe, still full of excitement and once again open for business.
The first part of the campaign though is staying within Australia’s borders. Tourism Australia has a new strategy and a new target audience – Australians. The new M&C Saatchi campaign is focussed on bushfire relief and asks Australians to support the Australian tourism industry by holidaying at home. AU$20m is being dedicated to the job. Everyday Australians have already mobilised to show their support for the communities that have fallen victim to the bushfires with fundraisers as well as outpourings of goodwill (as well as rage, sadness and frustration).
Holiday Here This Year supports pleas by communities across Australia to support bushfire relief by spending with keeping local businesses to keep them alive.
The domestic campaign will run across print, social media, billboards across major cities, content partnerships, radio and outdoor advertising. Australians are also being asked to demonstrate their support using the hashtag, #holidayherethisyear. Tourism Australia has launched an online platform to support the campaign, which will make it easier for Australians to find tourism operators and resources to plan and book holidays. Industry members will also be provided with tools to utilise in their own marketing initiatives.
Holiday Here This Year will be the first of a number of marketing activities Tourism Australia has planned in its bushfire recovery package.
Tourism Australia managing director, Phillipa Harrison, stated, “There is no doubt that Australian tourism has been hit hard by the recent bushfires. It’s critical that we help the industry get back on its feet as soon as possible. The desire from ordinary Australians to assist the communities impacted both directly and indirectly by the bushfires has been overwhelming. This campaign seeks to show them how they can directly support the recovery by simply holidaying here in Australia.”
“We are currently in the middle of the peak summer period and we’re already seeing an impact on tourism as people delay or cancel their travel plans, including to areas that haven’t been directly affected. That is why we are asking people to commit to holidaying in their own backyard this year – whether it’s a drive up the coast, taking a trip interstate, or ticking off a bucket list destination – and to spread the word that Australia is ready to welcome more travellers.
