Tourism Australia partners with The Wiggles to target children and families

The Wiggles and Tourism Australia have today partnered together in the aim to encourage tiny travellers and their families from all across Australia to ‘Holiday Here This Year’.

The partnership includes a new Wiggles-themed family hub at Tourism Australia’s and a new children’s book titled The Great Australian Wiggly Road Trip! There will be also be a new Wiggles song and YouTube content series. Tourism Australia will also be an official partner of an upcoming nationwide Wiggles Tour in 2022.

In February 2021, Tourism Australia kicked off a week-long tourism blitz, with the instalment of its Hamish Blake-fronted ‘Holiday Here This Year’ campaign, and in May 2021 rolled out the second phase of it of its campaign, ‘Epic Holidays’.

The Wiggles founder, Blue Wiggle, Anthony Field, said: “We are so incredibly excited to be partnering with Tourism Australia in such a monumental year for The Wiggles and a unique time in history.

“There has never been a more important time to explore Australia than now and who better to do it with than Tourism Australia! We are so excited to share some of the great locations that Australia offers! There’s so much to see and do right here in our own backyard!”

Tourism Australia, managing director, Phillipa Harrison, said: “Tourism Australia is thrilled to partner with The Wiggles to inspire families with young children to plan and book their next domestic holiday.

“We know how precious holidays with young children can be and hope our partnership with The Wiggles leads to family holidays that become lifelong memories.

“The Wiggles are now into their 30th year and they are universally loved by generations which is why we are also welcoming them into Tourism Australia’s Friends of Australia program, for all the work they have done, and will continue to do, to promote Australia to the world.”

Tourism Australia’s chief marketing officer, Susan Coghill, added: “We couldn’t be more excited to partner with The Wiggles, and welcome them into Tourism Australia’s Friends Of Australia program.

“The Wiggles are Aussie icons. They have entertained generations of children the world over, and are one of the few entertainment groups that have cross generational appeal. Their reach into the hearts of people all over the world is undeniable. The partnership presented the perfect opportunity to hone in The Wiggles mass following, and remind them of all the amazing family-friendly travel experiences that can be had in Australia.”

In August, Tourism Australia reappointed IPG Mediabrands Universal McCann (UM), to handle its global media buying services across 15 key markets, including Australia.

The appointment is for a five-year period from September 2021, structured as a three-year initial contract period with options for two further one-year extensions. It follows UM’s successful reappointment in 2018, after first winning the account in 2016 from Omnicom Group’s OMD.

In June 2021, Tourism Australia’s digital ad spend reached the highest it had been since January 2020, with $1.7 million spent.


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