Epic holidays the new focus in TA’s ‘Holiday Here’ campaign
Tourism Australia is rolling out the next phase of it of its Holiday Here This Year domestic campaign featuring Hamish Blake and Zoe Foster-Blake, calling on Aussies to “go big” by booking an “epic holiday”.
The new $9 million Epic Holidays campaign seeks to stimulate demand for the “epic experiences” on offer in Australia available when booking a longer domestic holiday.
Trips of five nights or more contributed over $20 billon to the Australian economy in 2020, and over $30 billion in 2019. However, of the 29.4 million holiday trips that Aussies took in 2020, only 18% of these trips were 5 nights or more. In 2019, before COVID-19 hit, the average duration of overnight trips that Australians took was 3.6 nights. If this average duration increased to five nights or more, the projected value to the economy is over $30 billion annually.
The new ‘Epic Holidays’ creative sees the couple explore a range of destinations including the Great Barrier Reef (QLD), Litchfield National Park (NT), Purnululu National Park (WA), Kangaroo Island (SA) and Otway National Park (VIC), and more. The campaign will run across TV, print, online, social media, content partnerships, search, radio, cinema and outdoor advertising.
In conjunction with the new creative, Tourism Australia has also created an interactive holiday quiz, housed on Australia.com.
According to Tourism Australia’s most recent travel sentiment data, consumer confidence and interest in travel amongst Australians is on the rise, with data showing that flight searches, forward bookings, and domestic aviation capacity are all increasing.
Tourism Australia CMO, Susan Coghill, added: “In Australia we’re so lucky to have so many epic wonders to explore, and Hamish and Zoe get to share their experience of those bucket list destinations around Australia in our latest instalment of the ‘Holiday Here This Year’ campaign, so that we can in turn inspire Australians to do the same for their next holiday.
“We know that many Australians have had to put off taking a holiday in the past year, but with consumer confidence to travel on the rise and travel back on the cards, we want to remind everybody that now is the time to think big and treat yourself to that epic adventure that you’ve been dreaming of.”
Blake and Foster-Blake
‘Holiday Here This Year’ launched in January 2020 in response to the 2019/20 bushfire crisis. It was the first significant domestic marketing push since 2013, however it was promptly put on hold as COVID-19 spread throughout Australia and international and state borders were closed.
It was re-activated in October 2020 with Blake and Foster-Blake fronting the creative. This was followed by a second instalment in February 2021 as state border started reopening as part of a week-long $5 million marketing push.
Credits
Creative: M&C Saatchi
Cam Blackley – Chief Creative Officer
Mandie van der Merwe – Executive Creative Director
Dave Govier – Associate Creative Director
Rosita Rawnsley-Mason – Associate Creative Director
Allie Steel – Senior Copywriter
Nicole Yeoman – Art Director
Sam Rowlands – Art Director
Vanessa Boueyres – Group Head
Nikki Chapman- Senior Account Director
Jeff Bradshaw – Account Director
Sean O’Shea – Account Manager
Jemma Marriott – Senior Project Manager
Emily Taylor – Chief Strategy Officer
Vanessa Graham – Senior Strategy Director
Emma Parsons – Head of Content
Loren August – Head of Broadcast
Henry Welch – Associate Executive Producer
Simone Cherry – Design Director
Ian Hartigan – Integrated Designer
Will Gembitsky – Motion Designer
Ryan Donnelly – Integrated Designer
Richard Hughes – Retoucher
Director: Christopher Riggert
DOP: Sam Chiplin
Media: UM
Jack Graham – Group Strategy Director
Alisha Imam – Senior Strategist
Lisa Hosking – Senior Client Director
Anthony Thomas – Senior Planning Manager
Ellie Reid – Planning Manager
Rahma El Sayed – Integrated Planner
PR: OPR
Bridget Jung – Chief Creative Officer
Chad Edwards – Design Lead
Alan Tanner – Director
Alex Pugliese – Account Director
Ellee Donald – Account Director
Zoe O’Sullivan – Account Director
Ellie Thomas – Senior Account Manager
Thomas Fogarty – Senior Account Executive
Emma Hill – Account Executive
Digital: Digitas
Max Cahill – Senior Account Director
Jade Skinner – Senior Project Manager
Melissa Jones – Senior Account Manager
Raelene Loong – Project Manager
Oliver Ree – Design Lead
Nick Duron – Senior Creative
Hannah Melanson – Copy Director
Michael Daley – Head of Data & Analytics
Stephen Smithstone – AEM lead
Brianna Taylor – Senior Data Analyst
Cliff Sandler – Senior CX Designer
Jae Park – UI Designer
Production: FINCH
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Olivia Kruimel is the managing editor at Mumbrella. She has more than 15 years of experience in journalism, communications and marketing. Her journalism career began at Fairfax Media (now part of Nine) and includes various B2B publications such as B&T, Travel Today and ALB. As a marketer Olivia has worked for Standard Chartered and various global law firms.
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