International tourists are to be inspired to go big Down Under in a new campaign from Tourism Australia.
Launching the campaign, Minister for Trade, Tourism and Investment, Dan Tehan said Tourism Australia had been preparing to ramp up its international marketing efforts once the border re-opening was announced.
“International visitors will be inspired to take a big holiday when they visit Australia, with a new tourism marketing campaign to promote the re-opening of our international border,” Mr Tehan.
“Don’t Go Small. Go Australia will remind travellers around the world of the full range of incredible experiences that await them Down Under,” he said.
“(The) campaign will feature iconic destinations and experiences from the Great Barrier Reef and Uluru, to Sydney Harbour and Melbourne’s laneways.”
Mr Tehan said the campaign, kicking off this week, would target tourists in the United States of America (USA) and United Kingdom (UK) across TV, print, digital and social channels.
“Our message to tourists is: Don’t go small,” he said.
“We want visitors to make the most of their holiday by filling their itinerary and doing as many things as possible.”
The Minister said the new campaign was the first step in a long-term strategy to restart tourism to Australia, with further funding in tourism marketing campaigns internationally promised for the second half of the year.
He said Come and Say G’Day – Don’t Go Small. Go Australia would run in Western markets including Germany, France, Italy and Canada, as well as the USA and UK.
Mr Tehan said Tourism Australia’s existing Come and Say G’Day – Australia is Yours to Explore campaign, which launched in Singapore ahead of its reopening, would continue to be rolled out in markets in Asia, including India, Malaysia, Indonesia, the Republic of Korea, Japan and Greater China.
