It’s not humorous a take on a famous Australian movie. It doesn’t star Kylie and no one sings. It’s not for an overseas audience because, well…we’re not letting the overseas audience in. M&C Saatchi has created a simpler, more traditional campaign for Tourism Australia and it’s aimed at us – Aussies – pointing out the wondrous things we take for granted. It is, however, narrated by Hamish Blake. He’s famous outside as well as within Aus.
The $5 million campaign is the first major work for Tourism Australia’s Holiday Here This Year campaign for 2021. It hopes to inspire Australians to take break on our own island and in doing so, provide much-needed support to tourism operators and communities around the country.
Minister for trade, tourism and investment Dan Tehan commented, “We want Australians to get excited about holidaying in Australia. 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.
“Domestic tourism is worth $100 billion to the Australian economy and our tourism industry supports more than 621,000 local jobs. My message to every Australian is do yourself a favour and start planning your next holiday in Australia because you’ll have the time of your life and you’ll also be supporting a lot of Australian jobs and businesses.”
Tourism Australian managing director, Phillipa Harrison, added, “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. 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, consumer confidence remains high with many Australians 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. We’re calling on people to make the most of the remaining weeks of summer and experience some of our incredible tourism offerings and in doing so, help give back to operators and communities across the country who need our support more than ever.”
The campaign is running nationally for just one week, from 31 January to 6 February 2021. It features Australian destinations, tourism products and experiences, including areas impacted by last summer’s bushfires. The week of activity combines 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. Tourism Australia is also encouraging the industry to coordinate an aligned advertising push across its own marketing and social media channels during the same period.
