TA launches campaign via CHEP ahead of international borders opening

Tourism Australia has launched a new campaign targeting international tourists via the newly rebranded CHEP Network (CHEP), which was behind the creative. The campaign is the second project CHEP has done with Tourism Australia.

The $40 million campaign titled ‘Don’t Go Small. Go Australia’ is being rolled out in markets such as the US and the UK. From 21 February 2022, visa holders who are double vaccinated against COVID-19 can travel to Australia quarantine-free.

In the 30-second spot, a montage is shown of various Australian locations: from Uluru to the outback to Sydney harbour. The spot ends with the line: “Don’t Go Small, Go Australia. Come Say G’day”.

Tourism Australia CMO Susan Coghill said: “The new campaign shows travellers what they’ve been missing in Australia – the vast landscapes, our world-famous icons and the epic adventures. We are inviting travellers across the world to think big, and say G’Day to the holiday they’ve been waiting for.

“We have chosen locations and activities to reflect the wide diversity of tourism experiences Australia has to offer. We also considered the popular destinations and cities which have been impacted the most by the pandemic and put them in the spotlight.”

Tourism Australia managing director Phillipa Harrison commented: “Australia has amazing icons which we are known and loved for around the world such as the Great Barrier Reef, the awe-inspiring Uluru and the Sydney Harbour Bridge, and now is the time to remind the world of these things as well as showcase a number of our less known but equally spectacular experiences and destinations.”

Minister for Trade, Tourism and Investment Dan Tehan added: “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.”

(Click to enlarge) Three of the assets for the campaign

The campaign is on TV, print, digital and social, and will also be in n Germany, France, Italy, and Canada as well as the USA and UK.

It is the first major international tourism campaign Tourism Australia has been able to launch since the start of the pandemic. The ‘Matesong’ campaign, featuring Kylie Monogue, launched on Christmas Day 2019 but was then pulled ten days later in light of the bushfire crisis of 2020. Tourism Australia has launched some international campaigns during the pandemic, such as one targeted at New Zealand, but not to this scale.

During the pandemic, Tourism Australia pivoted mostly to domestic tourism campaigns, most notably the ‘Holiday Here This Year’ campaign. It launched in January 2020. However, it was put on hold as international and state borders were closed.

The ‘Holiday Here This Year’ campaign was re-activated in October 2020 with Hamish Blake and Zoe 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, and again in May 2021. Its most recent iteration positioned Australia as the ‘best gift shop in the world‘ in November last year.

M&C Saatchi was responsible for the creative of the above campaigns but not for this one. According to AusTender, the contract for M&C Saatchi with Tourism Australia runs from 10 December 2018 to 10 December 2022 and is valued at $65 million.

Mumbrella has requested the campaign credits.

This article has been updated with CHEP’s involvement.


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