Tourism Australia is launching a new campaign, to encourage people to book their next big holiday to Australia.
Don't Go Small. Go Australia is a US$40mn campaign being rolled out into markets, such as the United Kingdom, to remind travellers of all the experiences that await them in Australia.
This is ahead of international border re-openings to all fully vaccinated tourists and other visitors from February 21, 2022.
Minister for Trade, Tourism and Investment Dan Tehan said Tourism Australia had been prepared to ramp up its international marketing efforts once the border re-opening was announced.
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.?
Tourism Australia managing director, Phillipa Harrison, said 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.
The 'Come and Say G'Day - Don't Go Small. Go Australia' 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 February 14.
Tourism Australia has also published inspiring and up-to-date travel information on www.Australia.com, which will be supported with offers from global partners.
