Destinations

How an Aussie power couple delivered in spades for Tourism Australia

Sponsored by Tourism Australia

It was back in January that Tourism Australia first launched its ‘Holiday Here This Year’ campaign to support the industry in its recovery from the impacts of the summer bushfires.

The campaign was intended to be rolled out throughout the year; however, as the COVID-19 pandemic took hold globally and travel came to a complete standstill, all of Tourism Australia’s campaign activity was subsequently paused in March.

But while activity was paused, the organisation was quietly working behind the scenes to stand ready for the relaunch of Holiday Here This Year as soon as the time was right and once restrictions had begun to ease.

A total of $7 million was invested in the latest phase of the campaign, launched in October, to encourage Australians to holiday domestically and not only enjoy Australia’s incredible tourism offering firsthand, but also help to kickstart travel and support our industry in getting back on its feet.

And, at the centre of Holiday Here This Year’s relaunch are two of Australia’s most iconic homegrown personalities, Hamish Blake and Zoe Foster-Blake.

Speaking to Travel Weekly, Tourism Australia managing director Phillipa Harrison said the Aussie power couple were specifically selected for their “incredible” authenticity as well as their passion for travel and desire to give back to the community.

“They are also a great creative fit, with the ability to effectively deliver the right balance of humour, emotion and national pride for this campaign,” she said.

Harrison also noted Blake and Foster-Blake’s prolific domestic media profiles and significant social media following (1.9 million followers across Instagram collectively) were an important factor in their recruitment.

“Alongside this, the couple resonate with a really diverse section of high-value travellers across a wide demographic, from young people to families and mothers through Zoe’s lifestyle influence and Hamish’s TV and radio shows over the past 15 years,” she added.

It turns out that Blake and Foster-Blake have delivered in spades, with the latest campaign iteration reaching over eight million people on Tourism Australia’s social media channels, and over four million through its TV ads in the first two weeks’ alone.

Furthermore, Holiday Here This Year 2.0 has generated 1,300 pieces of media coverage worth $8.3 million in equivalent advertising value, and travel search engine Skyscanner reported a 19 per cent increase in search for domestic flights during the week of its launch.

Additionally, a survey by Tourism Australia found that more than 50 per cent of Australians said the campaign made them more likely to consider taking a holiday this year.

While the organisation has traditionally been about attracting overseas visitors, Harrison said Tourism Australia’s focus right now remains firmly focused on driving domestic visitation to key tourism destinations and experiences to support the many communities and businesses that rely on important tourism dollars.

As she highlighted recently at Travel DAZE 2020, there is an “opportunity of a generation, almost” to show Aussies amazing things to see and do in their own backyard.

“I don’t think we’ll stop people going offshore – we are a nation of travellers – but I think we can show people that you can have an incredible experience here too,” Harrison said.

“And I think we have really open ears with the Australian consumers at the moment for that.”

Tourism Australia managing director Phillipa Harrison

Tourism Australia has recognised the value of travel agents in attracting offshore travellers towards domestic holidays and experiences, adapting its online training platform accordingly.

Since launching the Aussie Specialist Program in May, more than 2,000 Australian agents have already qualified under the program and are listed on Tourism Australia’s website.

More broadly, there has been a strong uptake of training since the COVID-19 pandemic hit, which has boosted overall numbers for the year with Tourism Australia having trained a cumulative total of 80,000 agents face-to-face and via webinars through the Aussie Specialist Program, compared to 34,000 in the previous financial year.

There are now roughly 36,000 registered and 27,000 qualified Aussie Specialist agents globally, along with 2,000 qualified domestic agents.

“Tourism Australia plans to continue supporting agents through the Aussie Specialist Program to ensure we have a knowledgeable team of advocates to connect travellers both in Australia and overseas with Australia’s incredible tourism experiences,” Harrison said.

To sign up for the Aussie Specialist Program and make the most of the domestic travel goldmine, click HERE.

SEE WHAT PEOPLE ARE SAYING

Leave a Reply

Destinations

Victoria downgrades ‘red zones’ for Queensland and parts of Sydney, as other states make border moves

by Huntley Mitchell

The colour of Victoria’s ‘traffic lights’ have changed for certain travellers. However, that’s not an invite for them to drag race their way into the state.

Share

CommentComments

Destinations

New Zealand sticking to two-way travel ‘bubble’ timeline despite Australia’s recent COVID-19 concerns

We’ve got a feeling NZ might just be 2021’s top overseas destination among Aussie travellers, and not just because it’ll likely be the first place they can go to … okay, maybe it is.

Share

CommentComments

Aviation

Singapore Airlines provides breathing room for frequent flyers

This story is for all the frequent flyer status whores out there, particularly the PPS Club and KrisFlyer Elite ones.

Share

CommentComments

Cruise

Scenic names new boss of global cruise operations

Scenic staff reportedly used traditional nautical lingo in welcoming their newest colleague by collectively yelling “AHOY!” and “ARR ME HEARTY!” at him as he entered the office.

Share

CommentComments

Aviation

Emirates suspends Sydney, Brisbane and Melbourne flights, as government increases repatriation efforts

Meanwhile, Etihad has taken this opportunity to reaffirm its commitment to repatriating stranded Aussies. Nice one, guys.

Share

CommentComments

Events

Wondering what Thailand’s new tourism normal looks like? Tune in to this webinar

Are your clients nagging you about when you can book their next Thailand trip? Find some respite with this.

Share

CommentComments

Road & Rail

Topdeck slashes 25 per cent off a majority of its trips

Get your clients back on board and dreaming again with Topdeck’s new campaign, sweetened with great savings.

Share

CommentComments

Hotels

Accor to transform heritage theatre into Sydney lifestyle hotel

Accor is bringing one of its funky lifestyle hotel brands to one of Sydney’s most iconic heritage buildings, so expect to hear a lot of James Brown and Prince being played from the property’s speakers.

Share

CommentComments

Aviation

Virgin Australia announces mass changes to executive team

Virgin’s HR team is drowning in paperwork after CEO Jayne Hrdlicka assembled her dream exec leadership line-up.

Share

CommentComments

Wholesalers

OPINION: Playing a long game against the pandemic – book now, for travel later

by David Green

Here, G Adventure’s head of commercial waxes lyrical about why agents shouldn’t give up hope in the current climate.

Share

CommentComments

Tourism

The Travel Industry Hub creates online community

Are you sick of attending webinars where everyone leaves straight after they end, leaving no chance to network and chat? Well, TTIH is doing something about it.

Share

CommentComments

Aviation

Brisbane Airport achieves global COVID-safe accreditation

While the health and safety protocols at Brisbane’s quarantine hotels are being questioned, at least the airport’s got it together.

Share

CommentComments