Tourism Australia have deployed husband-and-wife crew Hamish Blake and Zoe Foster-Blake in a brand new $7 million marketing campaign designed to encourage Australians to take a neighborhood vacation.
Whereas the duo say it’s not precisely a troublesome promote, given all people within the nation seems like a vacation proper now, it comes at a vital time, with tourism sector losses estimated to be as excessive as $1 billion per thirty days for the reason that closure of worldwide and state borders.
The marketing campaign, which might be rolled out from in the present day throughout print, social media, radio and out of doors promoting, showcases each big-ticket locations in addition to these which may be much less acquainted.
“There’s no probability you might see all of Australia, and the extra you dig the extra you discover,” Hamish mentioned.
“There’s a whole lot and a whole lot of locations that you just won’t be conversant in otherwise you won’t have been. We’ve obtained this window of alternative to discover Australia in a means that we’d not have been enthusiastic about a 12 months in the past.”
Zoe mentioned like numerous , they’d beforehand delay plans to see completely different elements of the nation.
Hamish mentioned it “wasn’t a lot of a slogan”, but when the marketing campaign had an underlying message, it could be “Australia: It’s Been Right here All Alongside”.
The Melbourne-based couple mentioned their final Aussie getaway was one full lap of the continent.
“For a very long time, it’s at all times been a fantasy of mine that we’d take the children [Sonny, 6, and Rudy, 3] out of faculty and residential faculty them, principally as a result of we wish our youngest child to be sufficiently old to swim in a creek with out that being fairly harmful,” Hamish mentioned.
“However with what’s occurred, we’ve been going by way of that bucket record that we’ve got been protecting the previous couple of years, and going ‘Why wait till 2024? Let’s do it now’.”
Zoe mentioned whereas she personally was drawn to locations like WA’s Center Lagoon and NT’s Bitter Springs, “the bigs” – Australia’s estimated 150 plus-sized points of interest – would positively characteristic in a future household highway journey.
“The rule is that for those who’re in 200 kilometres of an enormous, so as to get there and again in a day, then it’s a must to see the massive,” Hamish mentioned.
A key message of the Vacation Right here This Yr marketing campaign has been to encourage holiday-makers to ensure they e book experiences, not simply lodging and transport.
Zoe mentioned a guided tour of the Nice Barrier Reef was one of many issues she wished to ensure her kids noticed, having skilled it herself when she was youthful.
Tourism Minister Simon Birmingham mentioned that with restrictions easing and a few borders opening up, “the most effective assist that may be given to the trade is for Aussies to make bookings and undertake COVID-safe journeys”.
“With our worldwide borders anticipated to stay closed for the foreseeable future and the summer time holidays solely a few months away, this can be a shout out to all Australians who’re ready to take action, to attempt one thing new and contemplate reserving a vacation to a vacation spot inside Australia they’ve by no means been to earlier than,” Senator Birmingham mentioned.
Tourism Australia Managing Director Phillipa Harrison mentioned the marketing campaign was “simply the primary of a sequence of initiatives … to drive as a lot home demand as attainable, significantly to these areas and operators which are usually well-liked with worldwide guests.”
See extra at www.australia.com/holidayhere