In order to entice international tourists back to Australia in 2022, Tourism Australia has developed a $40 million global campaign.
Since before the COVID pandemic and the 2020 bushfire crisis, it’s the first large-scale worldwide campaign that the government tourist agency has been able to create and operate.
“Don’t Go Small” is the name of the new campaign. From 14 February, a 30-second ad titled “Go Australia” will be broadcast across worldwide markets including Germany, France, Italy, the United States, and the United Kingdom.
It comes after Prime Minister Scott Morrison announced earlier this week that Australia’s international borders will reopen on February 21 to fully vaccinated travellers.
The 30-second TV commercial showcases a montage of iconic Australian landscapes, including The Great Barrier Reef, Sydney Harbour, and Uluru, and invites visitors from around the world to “come and say g’day.”
Advertisements in print, digital, and social media are also part of the campaign.
Tourism Australia has been planning to boost up its worldwide marketing efforts since the border reopening was announced, according to Minister for Trade, Tourism and Investment Dan Tehan.
“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,” Tehan said.
“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 is about “reminding travellers whether they are dreaming of discovery or looking for relaxation – Australia is the perfect destination for an epic adventure”.
“Australia has amazing icons which we are known and loved for around the world such as the Great Barrier Reef, the awe-inspiring Uluru and the Sydney Harbour Bridge, and now is the time to remind the world of these things as well as showcase a number of our less known but equally spectacular experiences and destinations,” Harrison said.
“There are also plenty of new products that have launched over the past two years waiting for travellers, meaning there is something new for everyone here in Australia, even those who have visited before, so we’re asking people around the world to come and say g’day.”
The “Don’t Go Small. Go Australia” international campaign, according to Tourism Australia’s chief marketing officer Susan Coghill, is aimed at encouraging tourists to not just plan a holiday to Australia, but to fill their calendar with everything the country has to offer.
“The new campaign shows travellers what they’ve been missing in Australia – the vast landscapes, our world-famous icons and the epic adventures. We are inviting travellers across the world to think big and say g’day to the holiday they’ve been waiting for,” Coghill said.
“We have chosen locations and activities to reflect the wide diversity of tourism experiences Australia has to offer. We also considered the popular destinations and cities which have been impacted the most by the pandemic and put them in the spotlight.”
It comes as airlines prepare to expand their Australian operations ahead of the removal of the last border restrictions.
Emirates, based in Dubai, has announced that it will increase capacity on its Dubai-Sydney route to two return services per day on its iconic Airbus A380 aircraft beginning March 1, while British Airways has stated that its Sydney-London route will resume on March 29.
Meanwhile, Qantas will resume service on the Sydney-Dallas Fort Worth route as QF7, with the return leg as QF8, both using Boeing 787-9 Dreamliner aircraft.
Then, starting on March 27, Qantas will restart its Brisbane-Singapore, Sydney-Manila, and Sydney-Jakarta routes, followed by Sydney-Denpasar (Bali) flights the following day, as previously announced.
From April 1, Qantas plans to resume daily flights between Brisbane and Los Angeles on its Airbus A330 aircraft.
Within one day after the Prime Minister’s border statement, bookings for inbound flights to Australia doubled, according to Qantas Domestic and International CEO Andrew David.
“Bookings are strongest out of the US and UK, and we’ve also seen spikes from South Africa, India and Canada, with March, April and May the most popular months for travel,” he said.
“This shows how much people want to come to Australia.”