Australian Traveller reboots Tourism Australia’s Holiday Here This Year campaign with special edition magazine
Australian Traveller has partnered with Tourism Australia to release a special edition of its magazine, highlighting ‘100 Ways to Holiday Here This Year’ – a reboot of the national tourism body’s domestic travel campaign.
Tourism Australia managing director, Phillipa Harrison, said the magazine will be the perfect companion for Australians looking to explore the country as domestic tourism begins to open up.
“Australia is an incredible country and for those of you dreaming or planning to get out and explore more of it, Australian Traveller’s Holiday Here This Year issue, produced in partnership with Tourism Australia, is the perfect travel companion,” she said.
The special edition issue of Australian Traveller is 156 pages long
The 156-page issue includes in-depth editorial and itineraries covering 10 key experience categories: Coast, Cities, Islands, Outback, Icons, Indigenous, Regional, Food and Wine, Family, Road Trips. It also carries a fold-out memento map of Australia, designed by Mike Rossi, to assist people in planning their domestic travel.
The content has also been published on a dedicated hub on the Australian Traveller website, divided into state-based pages.
Experiences available in drought and bushfire-affected regions are indicated with icons, to draw the focus of travellers looking to help those particular communities.
Holiday Here This Year kicked off January in response to bushfire crisis and the severe drought conditions that had impacted regional communities.
At the time, Tourism Australia CMO, Susan Coghill, told Mumbrella it was a “simple but genuine rally cry which connects Australians to the true heroes of our industry, those thousands of tourism operators across the country who are doing it tough at the moment and desperately need our support.”
As the COVID-19 crisis took hold and the possibility of domestic tourism ceased, the campaign was put on hold.
Australian Traveller will also include a map of Australia with all ‘100 things’ included
The launch of the ‘100 Ways to Holiday Here This Year’ magazine will be accompanied by Australian Traveller’s first TVC in 10 years, produced by Common Ventures.
Marketing across digital, social, email, PR and Australian Traveller’s partner will also amplify the issue’s content.
Australian Traveller Media co-founder, Quentin Long, said “the tourism industry is our family”.
“We have done our best to support them by removing as many consumer barriers to travel as possible,” said Long.
“We have reduced the magazine’s cost, created broader distribution, included a fun ‘planning’ wall map, created an easy-to-use content hub, covered 10 types of travel styles and itinerary ideas, and even added special deals.”
Through Travel Associates, 14,000 copies of the magazine will be distributed to high-yielding travel clients.
The issue launches today at a reduced cost-price of $3.95 at newsstands and Coles, and $4.95 direct through the website.
