Tourism Australia encourages Aussies to ‘Give the Gift of Travel’ in new campaign via M&C Saatchi

Tourism Australia’s latest campaign via M&C Saatchi Sydney is encouraging Australians to give The Gift of Travel this holiday season and support the tourism industry which has been doing it tough throughout the COVID-19 pandemic.

The new ‘Gift of Travel’ campaign, which is the next phase of Tourism Australia’s push for people to Holiday Here This Year, features ambassadors Hamish Blake and Zoe Foster-Blake as they plan the perfect meaningful gift.

Tourism Australia managing director Phillipa Harrison said the campaign, which has been launched today, is sure to get people excited and thinking about visiting new places, trying new things and visiting friends and family: “The pandemic has left people wanting to make up for lost time and giving a travel experience will help people do just that.

“The Gift of Travel is about encouraging Australians to give more meaningful gifts this holiday season and in doing so give back to tourism operators and communities who have been among the hardest hit by the COVID-19 pandemic.

“Last year, Australians spent, on average, $770 on gifts during the holiday season equating to $16 billion in total. If we can encourage people to spend just a fraction of that on travel instead it would be a multi- billion dollar boost for the tourism industry.

“Whilst the uncertainty around state borders can make booking challenging, the wonderful thing about giving a travel or experience voucher is that they will be there ready for use when restrictions allow and people are ready to go.

“We know from our research that there are high levels of pent-up tourism demand in Australia, so by giving the gift of travel, people can be sure they are giving a gift that people will want. So, rather than giving socks give a surfing lesson or a walking tour.”

Tourism Australia chief marketing officer Susan Coghill said December and January are traditionally the largest travelling months and this Summer that will be combined with strong pent-up demand for travel: “The latest travel sentiment data shows the majority of Australians are either thinking or dreaming about their next holiday and now is the time to convert that into gift vouchers and actual holiday bookings.

“There is a travel gift for everyone at every price point, so for a last-minute gift that will last a lifetime, get inspired at Australia.com.”

Tourism Australia ambassadors Hamish Blake and Zoe Foster Blake said giving The Gift of Travel is a two-part win: “You’re obviously giving someone that you love an incredible experience that they are never going to forget, and that is better than just another thing that you have bought off the internet which we have all done heaps of this year. Also, it’s a great way to help tourism operators and businesses.”

The Gift of Travel includes a new television campaign centred around Hamish and Zoe reaching out to well-known Australians for holiday gift ideas for their close friend, comedian Andy Lee.

The couple seek advice from around the country, consulting the Outback Wrangler Matt Wright in the Northern Territory, rugby league great Johnathan Thurston in Queensland, actor Hugh Sheridan and Elli Beer in South Australia and comedian Hannah Gadsby in Tasmania.

The campaign was supported by Tourism Australia’s agency partners M&C Saatchi Sydney, UM, Digitas, Ogilvy PR and FINCH.

Says Mandie van der Merwe, executive creative director at M&C Saatchi Sydney: “Australia is the greatest gift shop in the world. It’s full of the most incredible experiences with which to treat someone you really care about. Not to mention, by giving a holiday here this year, you’re helping the tourism industry recover. It’s like a double present – someone gets a gift they’ll never forget and the industry gets the support they need.”

Says Lisa Hosking, global client partner, UM Australia: “UM Australia are delighted to partner with Tourism Australia to encourage Australians to give the gift of travel this holiday season. This campaign is vital in helping rebuild confidence and stimulate demand for the Australian tourism industry. We have worked with a broad selection of media partners to ensure that the campaign will reach, influence and inspire Australians across all territories and states.”

Says Simon Brock, executive creative director at Digitas: “Experiences make the most memorable gifts, and Australia offers experiences like nowhere else. It’s been exciting to collate some of the most unforgettable experiences the country has to offer, and creating a Gift Finder on Australia.com – to help Aussies find and give amazing gifts to their loved ones this holiday season.”

Says Richard Brett, CEO of Ogilvy PR: “We love how The Gift of Travel campaign aims to bring people together to create memories, all while helping the tourism industry recover. The campaign captures the joy in experiencing something new and we’re excited to partner with Tourism Australia to highlight the incredible destinations and experiences from Australia’s gift shop.”

Creative Agency: M&C Saatchi, Sydney
Media Agency: UM
Digital Agency: Digitas
PR: Ogilvy PR
Production Company: FINCH
Sound & Music: Rumble Studios