Tourism Australia unveils $4m ad campaign to woo Singaporeans Down Under

Tourism Australia unveils $4m ad campaign to woo Singaporeans Down Under
By Travel Weekly


With quarantine-free travel for fully-vaccinated citizens from Singapore to Australia commencing from 21 November, Tourism Australia is kicking off a new campaign that encourages Singaporeans to head Down Under.

The ‘Yours to Explore’ campaign will remind Singaporeans of all the incredible experiences and destinations that await them in Australia for their next holiday.

The new $4 million campaign will start rolling out in Singapore from 19 November and is scheduled to run until June 2022 across TV, out-of-home, cinema, online, print, radio and social media. It will also be supported by a range of PR and partner activities.


All marketing activity will be amplified via partnerships with airlines, state and territory tourism organisations and key distribution partners in the Singapore market.

Tourism Australia is working with a range of key distribution partners to maximise opportunities to drive bookings and recovery for Australia’s hard-hit tourism economy.

Partners include Chan Brothers, UOB Travel, Dynasty Travel and CheapTickets.sg, who will provide tactical offers aimed at stimulating travel to Australia from Singapore.

Tourism Australia is also partnering with Klook to offer Singaporeans a range of travel experiences they can book before or during their trip in Australia.

Furthermore, the government-funded agency is partnering with Singapore Airlines and Qantas to support the recovery of the airline industry and recommence services into Australia in the coming months.

Tourism Australia managing director Phillipa Harrison said Singaporeans who take advantage of the new quarantine-free travel arrangements from 21 November will be amongst some of the first international travellers able to holiday in Australia once again.

“As one of our largest inbound markets, we have long held strong tourism ties with Singapore, so we are really excited to be welcoming our friends from Singapore back to Australia,” she said.

“We are inviting Singaporeans to take the opportunity to relax, reconnect with loved ones, and discover – or perhaps rediscover – some of the lesser-known parts of Australia that make us such an incredible holiday destination.

“Quarantine-free travel between our two countries is also an important step in rebuilding international tourism to Australia, and also provides a framework for the resumption of inbound travel from other key international markets in time.”

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