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Come And Say G’Day: Tourism Australia launches new campaign
Tourism Australia has launched a new international campaign as it prepares to open borders to fully vaccinated travellers from 21 February 2022.
Don’t Go Small. Go Australia is a AUD$40 million (£21 million) campaign being rolled out into key markets, including Germany, France, Italy, Canada, the US and UK, to remind travellers of the experiences that await them in Australia.
The campaign has launched with tactical OOH placements in landmark sites – London’s Piccadilly Circus and Times Square in New York from 14 February.
Minister for Trade, Tourism and Investment, Dan Tehan, said Tourism Australia has been ready to ramp up its international marketing efforts once the border re-opening was announced.
"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."
The campaign will run across TV, print, digital and social channels in key markets and feature some of Australia’s most iconic destinations and experiences.
To convert interest into bookings, Tourism Australia has also published up-to-date travel information on Australia.com, which will be supported with offers from global partners.
The existing Come and Say G’Day – Australia is Yours to Explore, first launched in Singapore ahead of its reopening last November, and will continue to be rolled out in markets in Asia such as India, Malaysia, Indonesia, Korea, Japan and Greater China as travel reopens.
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