New Tourism Australia campaign urges Aussies to holiday at home to boost bushfire recovery
Australians are being encouraged to throw their support behind Australia’s tourism industry in the wake of the devastating bushfires by holidaying in their own backyard in a new campaign titled ‘Holiday Here This Year’.
Tourism Australia’s new campaign launched today, taps into the overwhelming goodwill and support for local communities impacted by the recent bushfires, by urging Australians to plan, book and take a domestic holiday and share their experiences with friends and online.
Supported through a $20 million government funding boost, the campaign forms part of a coordinated marketing push involving all states and territories that provides a unified platform to galvanise the tourism industry and Australians.
Tourism Australia managing director Phillipa Harrison said that the Holiday Here This Year campaign would help spread the important message that Australian tourism was open for business and ready and eager to welcome visitors: “There is no doubt that Australian tourism has been hit hard by the recent bushfires. It’s critical that we help the industry get back on its feet as soon as possible.
“The desire from ordinary Australians to assist the communities impacted both directly and indirectly by the bushfires has been overwhelming. This campaign seeks to show them how they can directly support the recovery by simply holidaying here in Australia.
“We are currently in the middle of the peak summer period and we’re already seeing an impact on tourism as people delay or cancel their travel plans, including to areas that haven’t been directly affected.
“That is why we are asking people to commit to holidaying in their own backyard this year – whether it’s a drive up the coast, taking a trip interstate, or ticking off a bucket list destination – and to spread the word that Australia is ready to welcome more travellers.
“Holiday Here This Year is a practical way that Australians can help bushfire affected communities by filling hotel rooms, restaurants, caravan parks, beaches and more.
“The launch of the campaign is the first of a package of measures that we’ll be rolling out over the coming weeks and months to help Australian tourism rebuild and recover.”
The Holiday Here This Year campaign will be rolled out across print, social media, billboards across major cities, content partnerships, radio and outdoor advertising, with Australians being encouraged to demonstrate their support using the hashtag #holidayherethisyear.
Tourism Australia will be making it easier than ever for consumers and industry partners to find the resources and inspiration needed to plan and book a holiday in Australia and help out affected communities in the process thanks to additional information and resources at www.australia.com/holidayhere.
This will also include practical tools to industry to use in their own marketing initiatives.
A summary of some of Australia’s most popular destinations for international travellers, and whether they have been impacted by the current bushfires or are safe to visit, can be found at https://www.australia.com/en/travel-alerts.html.
24 Comments
looks like an Optus ad
Just booked a trip down South Coast. Great work from client and agency to get something up and out quick to provide help where it’s needed, rather than another awards fishing exercise.
@Call me – really?
Really?? This is an essential pivot under enormous pressure. Good work M&C.
“can cannes for australia”
agencies skip the rivieria (entry fees, airfares, piss and rack) and give all the money to fire and wildlife services.
if this happens i’ll eat kylie’s akubra.
Being super aware of the issues going on right now getting anything out is a huge win. Well done TA team and agency – huge pivot for TA and there would be immense political pressure on this. Bravo.
This is very wallpaper retail.
Absolutely the right thing to do. And the film on the website is quite nice – but to be honest it all feels a bit five years ago in execution.
One film and a cobbled together website really isn’t going to move the needle.
I sure hope they have a gazillion pieces of shorter content that are getting pushed through every social channel to leverage the very worthy message. If this is all there is – along with the ‘tools’ for businesses to use themselves – then it’s a bit of a wasted opportunity.
haha the i is an exclamation point
that’s mental
This will really stop everyone thinking the place is on fire.
Cairns Lions 2020. Taking bookings now.
Are you kidding? The news media in Australia and around the world has been nothing but emotive. They’ve shown the world scenes of destruction both physical and emotional. The record $$ achieved in donations is a direct response to the grief people feel.
By now, I think we’ve all been hit hard with the emotional stick.
So, when you have too move quickly to get bums on seats or people in beds, you just get to the point: “{Do this because this blah blah). Now is not the time to pile on more emotion. Everyday (in real life) is a constant reminder.
Well done M&C. Well done TA. Strong, brutally simple thinking.
Big agency does something quickly and doesn’t get stand up applause so gets all petulant.
Australian tourism ad with Kylie looks like Australia in the 80s.
Looks like a nice place. I would like to go there.
Unfortunately time travel hasn’t been perfected yet.
Why did it take ATC so long to pull the ad?
Every news service in the world was showing a country on fire.
My friend from New York came to Melbourne at Christmas and said,
“Gee, there are so many Asians here. Not many in the tourism ads.”
I just laughed and said, Hey, it’s perception not reality. That’s advertising.
He retorted, “Yeah, false advertising.”
I would like to holiday in Australia but it’s too damn expensive.
I could spend a week in Indonesia, Malaysia, Thailand or Vietnam. Flights less than $200 return,
get a decent place to stay for $30 a night, eat exotic cuisine for a few bucks and have a massage for $20.
Or I can get a nice lunch for two at Vue de Monde for $600. Wine is extra.
I love my country… in the 80s.
@Eugene, time to retire in Pattaya mate…
Hey, you insensitive fucks. The fires are still burning and people are still struggling to put them out.
Fuck your egotistical ‘help’ and self-congratulatory backslapping. Wait until they’ve buried their dead, removed the risks and had a chance to rebuild before you start sending tourists into town.
To think your shitty advertising can save the world is sickening, you are putting people in harms way.
I hear you. I really do. Our country is mourning, horrific headlines keep dominating the news, and we fear for our future on this planet.
There is, however, a little more to the story. This season saw the fires hit towns and regions who rely heavily on tourism – resulting in an immediate decline in visitation (for obvious reasons). So as the fires subside, and towns begin to rebuild both physically and mentally, we in the communications industry have an immediate job to do. We make ‘shitty advertising’ so they can keep pouring beers and welcoming guests and feeding their families.
You’re right, we’re not saving the world. But, like everyone, we’re just trying to do our bit. It’s a sensitive topic, and timing is key but I see the value in this sort of campaign. And I hope you can too.
Depressingly there’s always a few Eugenes.
I know. I actually have skin in this. And two houses and a few cats and dogs.
And the towns who really do need your help need a chance to rebuild before you send people in there.
Unlike Kiama, who wasn’t affected at all by the fires.
No point trying to go to a pub and shake someone’s hand in Cobargo, there’s no pub to go to. Try and do your bit.
But make it meaningful and effective, not an advertising ‘look how good we are’ thing.
It’s really off-putting to the people who have lost homes, farms and families.
And way to premature.
Last night there were horrific fires where people lost homes and property from Cooma down to the Sapphire coast.
Is it wise to send people to pubs before the fire season is over?
These comments are so worthy and woke. What happened to real Australians?
They’re out fighting fires or cleaning up, bitch. What are you doing fuckface?
Wow. These comments. Why are people so fucking angry these days? Tourism Australia are just trying to do some good… to help people in crisis… and M&C have been asked to assist, which they have. Whether you disagree with the campaign, hate the execution, think it’s misguided or whatever, why do people need to get nasty in the comments section? If you have balls and feel so strongly about it, then, why not put your full name in the Name/Psuedonym section? If not, keep your opinions and just be nice, ffs. After 20 years in it, this is why I fucking hate the advertising industry of today… so many wankers with egos too big for this world.
Image: Photo of a person with a drink in their hand, relaxing on a sun lounger.
Headline: Do what Scott Morrison has done to solve the bushfire crisis. Absolutely nothing.
Subhead: The best way to help local communities recover is to pack your bags and support Australian businesses while you relax. Sure, it sounds exhausting, but someone’s got to do it.
CTA: Link to website that shows communities where it’s appropriate to visit.
A better line: ‘Come and see a bunch of blackened shit and visit a pub – if you can find one. ‘