United Kingdom
United States
Asia Pacific
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.
TravelMole Editorial Team
Editor for TravelMole North America and Asia pacific regions. Ray is a highly experienced (15+ years) skilled journalist and editor predominantly in travel, hospitality and lifestyle working with a huge number of major market-leading brands. He has also cover in-depth news, interviews and features in general business, finance, tech and geopolitical issues for a select few major news outlets and publishers.
Mark Jaronski of Explore Georgia on FIFA World Cup 2026
Connecting Small Businesses to Global Tourism Markets: Nate Huff of Tourism Exchange
North Carolina’s Resilience: Wit Tuttell on Recovery and Tourism
Kittipong Prapattong’s Plan for Thailand’s Tourism Growth: Taxes, Visas, and Campaigns
James Jin: Didatravel’s Journey from China to Global Reach and the Impact of AI on Travel
Darien Schaefer on Pensacola’s Evolution: From Small Town to Global Destination
Florida Tourism’s Next Frontier: Dana Young on Expanding Beyond the Classics
Patrick Harrison on Tampa Bay Tourism’s Resilience and Marketing Strategy
Bubba O’Keefe on Clarksdale’s Vibrant Music Scene
Commemorating Elvis and Embracing Tupelo’s Culture with Jennie Bradford Curlee
Craig Ray and the Expansion of the Blues Trail
Presenting Mississippi’s Cultural Trails with Katie Coats
Dozens fall ill in P&O Cruises ship outbreak
Turkish Airlines flight in emergency landing after pilot dies
Unexpected wave rocks cruise ship
Woman dies after going overboard in English Channel
Foreign Office issues travel advisory for winter sun destinations