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”.