Tourism Australia revives ‘Holiday Here This Year’ campaign with Hamish Blake and Zoe Foster-Blake

Hamish Blake and Zoe Foster-Blake have fronted today’s relaunch of Tourism Australia’s ‘Holiday Here This Year’ campaign, aimed at reinvigorating a struggling domestic tourism market as COVID-19 restrictions continue to ease.

The M&C Saatchi-created campaign, filmed over Zoom, builds upon the ‘Holiday Here This Year’ platform launched in January, the first significant domestic marketing push since 2013 in response to the bushfires. Just a couple of weeks earlier, the $15m Matesong campaign starring Kylie Minogue was pulled; promoting Australia to Britain became unfeasible in the context of the bushfire crisis.

But a couple of months after Tourism Australia first asked locals to ‘Holiday Here This Year’, the pandemic’s impact closed not just international, but domestic, borders, and any kind of travel was rendered not only risky, but forbidden.