Tourism Australia has launched a new campaign internationally to encourage travellers to book their next big holiday to Australia via advertising agency CHEP.
“Don’t Go Small. Go Australia” is a $40 million campaign being rolled out into markets, such as the United States and the United Kingdom, to remind travellers of all the incredible experiences that await them in Australia.
Minister for Trade, Tourism and Investment Dan Tehan said: “The world has been waiting two years to get Down Under for a holiday and our latest ad campaign will remind them of what they’ve been missing.
“After COVID-19, the world is looking forward to taking a holiday and we want that holiday to be in Australia.
“This new campaign is just the first step in a long-term strategy to restart tourism to Australia, with further investment in tourism marketing campaigns internationally to come in the second half of the year.”
The campaign will run across TV, print, digital and social channels in key markets and feature some of Australia’s most iconic destinations and experiences.
Tourism Australia managing director Phillipa Harrison said: “Don’t Go Small. Go Australia is about reminding travellers whether they are dreaming of discovery or looking for relaxation – Australia is the perfect destination for an epic adventure.
“Australia has amazing icons which we are known and loved for around the world such as the Great Barrier Reef, the awe-inspiring Uluru and the Sydney Harbour Bridge, and now is the time to remind the world of these things as well as showcase a number of our less known but equally spectacular experiences and destinations.
“There are also plenty of new products that have launched over the past two years waiting for travellers, meaning there is something new for everyone here in Australia, even those who have visited before, so we’re asking people around the world to Come and Say G’Day.”
Tourism Australia chief marketing officer Susan Coghill said: “The new campaign shows travellers what they’ve been missing in Australia – the vast landscapes, our world-famous icons and the epic adventures.
“We are inviting travellers across the world to think big, and say G’Day to the holiday they’ve been waiting for.”
“We have chosen locations and activities to reflect the wide diversity of tourism experiences Australia has to offer. We also considered the popular destinations and cities which have been impacted the most by the pandemic and put them in the spotlight.”
“Come and Say G’Day – Don’t Go Small. Go Australia” will run in Germany, France, Italy, and Canada as well as the USA and UK. The campaign will build on the successful public relations blitz that supported the border reopening announcement, with tactical placements in landmark sites in New York, London and Paris from Monday.