Tourism Australia has launched a new international campaign to encourage travelers to book their next big holiday in Australia, with borders reopening to fully vaccinated tourists and other visitors on Monday.
Don’t take a small one. Go Australia is a $40 million (£21 million) AUD campaign covering key markets including Germany, France, Italy, Canada, the US, and the UK.
It tries to remind travelers of all the amazing experiences that await them in the country.
The campaign started with tactical placements outside the home in prominent locations such as Piccadilly Circus in London and Times Square in New York.
Australia’s Minister for Trade, Tourism, and Investment Dan Tehan said the tourism was delighted to step up its international marketing efforts when the border’s reopening was announced.
“The world has waited two years to vacation Down Under, and our latest ad campaign will remind them what they’ve been missing,” said Tehan.
“After Covid-19 the world is looking forward to a holiday and we want that holiday to take place in the country.
“This new campaign is just the first step in a long-term strategy to revitalize tourism in the country, with further investment in international tourism marketing campaigns in the second half.”
Tourism chief executive Phillipa Harrison said the campaign will run in key markets across television, print, digital and social channels, and will showcase some of Australia’s most iconic destinations and experiences.
“Australia has wonderful sights that we all know and love, like the Great Barrier Reef, the horrific Uluru, and the Sydney Harbor Bridge, and now it’s time to remind the world of those things too, our less so well-known but wonderful experiences and destinations,” he explained.