Tourism Australia Ambassadors Hamish Blake and Zoe Foster-Blake showcase some of Australia’s most epic holiday experiences in the next phase of the Holiday Here This Year campaign.
Launching yesterday, the ambassadors are encouraging Australians to “go bigger and stay longer” in the new $9 million Epic Holidays campaign, which urges Australians to travel further, book a longer stay, and enjoy the benefits of a bigger domestic holiday.
Speaking about the opportunities for epic holidays in Australia, Hamish Blake and Zoe Foster-Blake said, “We feel intensely awed by this hugely varied and vast country we live in, and how lucky we are to have so many epic experiences in our backyard. So many of the reasons we travel for – wildlife adventures, forests and hiking, wining and dining, and epic family experiences – are right on our doorstep, and the best way to do them justice is on a big holiday. Go bigger! Stay longer! Eat more! Adventure more! Need we say more?”
Federal Minister for Trade, Tourism and Investment, Dan Tehan, said the new campaign aims to get Australians to travel further afield, take a longer holiday, and visit those parts of the country typically reliant on international tourism.
“Australians typically spend more overseas than foreign tourists spend in Australia, so we want Australians to treat their domestic holiday this year like an overseas trip. The net impact of Australian tourist spending in Australia was a positive benefit to the economy of around $7.5 billion in the December quarter; and in 2019, holidays of five nights or longer contributed $31.8 billion to the economy.
“Every epic holiday that we take in our own backyard delivers a significant shot in the arm for our tourism businesses, workers and communities,” Mr Tehan said.
Tourism Australia Managing Director Phillipa Harrison echoed Mr Tehan’s comments, adding “With a backyard as vast as ours, Australians are spoilt for choice when it comes to epic destinations and holiday experiences. We have a reef so big you can see it from space, the world’s greatest rock formation, and mountain ranges that dominate over three states and more.”
The Epic Holidays campaign will be rolled out across a range of channels including TV, print, online, social media, content partnerships, search, radio, cinema and outdoor advertising. There is also a new online quiz to assist Australians in finding their perfect holiday match, which can be found on the official travel site australia.com.
Tourism Australia also continues to provide consumers with the practical resources and inspiration they need to book a holiday and travel safely around Australia, with tailored content, itineraries, and industry offers on Australia.com. This includes an online Australian COVID travel portal available at https://www.australia.com/en/facts-and-planning/useful-tips/coronavirus-travel-safety.html that brings together key safety information, travel restrictions and guidelines from across the country.
See the TV ad below.
