Ad blitz to send Aussies packing

  • Media release
31 January 2021

A week-long tourism advertising blitz launched today will drive Australians to book domestic holidays and give our tourism industry a much-needed boost.

The $5 million marketing push will inspire Australians to holiday in Australia by highlighting destinations, tourism products and experiences, including areas impacted by last summer’s bushfires, across national advertising, TV program and event sponsorships, publisher created content and in-program editorial integration.

Minister for Trade, Tourism and Investment Dan Tehan said the campaign was part of the Morrison Government’s ongoing support for the tourism industry.

“We want Australians to get excited about holidaying in Australia,” Mr Tehan said. “Our country is one of the most popular tourist destinations in the world and this year is an opportunity for Australians to discover why.

“This nation-wide advertising blitz will inspire Australians to plan and book their next domestic getaway in the weeks and months ahead.

“Domestic tourism is worth $100 billion to the Australian economy and our tourism industry supports more than 621,000 local jobs.

“My message to every Australian is do yourself a favour and start planning your next holiday in Australia because you’ll have the time of your life and you’ll also be supporting a lot of Australian jobs and businesses.”

Tourism Australia Managing Director Phillipa Harrison said the advertising blitz was the first activation of Tourism Australia’s ‘Holiday Here This Year’ campaign for 2021.

“This campaign is all about capitalising on this pent up demand by providing those people with all the content and inspiration they need to convert this desire and yearning for a holiday into actual bookings,” Ms Harrison said. “Australians looking for further inspiration to plan their next Australian holiday should visit australia.com or talk to their local travel agent.”

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