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

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.


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


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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