Homegrown personalities and Tourism Australia ambassadors Hamish Blake and Zoe Foster-Blake are helping to lure Aussies back to the major cities as part of a new marketing push.
‘City Escapes’, which is the latest iteration of Tourism Australia’s ‘Holiday Here This Year’ campaign, seeks to drive visitors back to the cities, which have been some of the hardest-hit tourism destinations as a result of the global COVID-19 pandemic.
Tourism Australia managing director Phillipa Harrison said the new campaign instalment sought to remind Aussies 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,” she said.
“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.”
The City Escapes campaign instalment 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 the local tourism industry to use in their own marketing initiatives.
City Escapes is being supported by a range of key partners including Qantas Holidays, Mastercard, Ticketek and Trip.com Group.