Tourism Australia has unveiled a new campaign aimed at encouraging Aussies to support the travel industry by getting vaccinated for COVID-19 and being ready to go as soon as restrictions ease.
The campaign, titled ‘It’s our best shot for travel’, was launched late last week with a toolkit that features a range of ways for the travel industry to share the message, including social media assets, an email signature, a website sticker and even a Zoom background.
Speaking at an industry webinar on Friday, Tourism Australia managing director Phillipa Harrison praised the industry and media partners who were “really adding their voice to the groundswell” of support around getting more people vaccinated and reducing vaccine hesitancy.
“One voice may not make a difference, but many voices singing to the same choir sheet really do start to make a difference,” she said.
“We just want to make sure that the groundswell of voices encouraging people to get vaccinated so we can get back to our way of life which involves travelling and seeing family and friends and reconnecting, again, is by getting yourself vaccinated.”
Harrison said Tourism Australia took out a range of full-page colour ads in all the major metropolitan markets over the weekend “just to try and get the conversation going” about the vaccination initiative.
Tourism Australia has also created a business events version of its vax campaign, ‘It’s our best shot for events’, which will incorporate the hashtag being used in the Business Events Council of Australia’s campaign.
Australian Tourism Export Council (ATEC) managing director Peter Shelley welcomed Tourism Australia’s campaign.
“Tourism businesses across Australia, regional and metropolitan, are in limbo without visitors and without a certain future, and the only solution to their predicament is for Australians to get vaccinated,” he said.
“Vaccination is the only way we will be able to enjoy travel in Australia and internationally, and to welcome back our international visitors and see our friends and family once again.
“We welcome this positive initiative which will be well received and adopted broadly throughout tourism businesses nationwide.”