Tourism Australia launches domestic ‘Holiday Here This Year’ campaign to support the ‘true heroes’ of the tourism industry
Following on from the $76m government grant announced earlier this week, Tourism Australia has launched a domestic tourism campaign, ‘Holiday Here This Year’, in light of the bushfire crisis.
The campaign takes a grassroots approach across social media, content partnerships, radio, print and outdoor, which Tourism Australia CMO Susan Coghill told Mumbrella will connect Australians to the heroes of the tourism industry.
“Given the enormity of the challenge in front of us, we’ve deliberately taken a bottom up, grassroots approach with this campaign,” Coghill said.
“Holiday Here This Year is a simple but genuine rally cry which connects Australians to the true heroes of our industry, those thousands of tourism operators across the country who are doing it tough at the moment and desperately need our support.”
I’ve heard Hawaii is nice this time of year.
As an Australia tourism focused specialist magazine publisher, I hope some of this ad campaign money is spent with the smaller publishers who work hard to promote Australian regional travel and small town visits, and not just with the usual Agency favoured big business media channels with the usual kickbacks. We have lost over 50% of our ad revenue over the last few months with many small tourism operators pulling out due to the combination of bushfires and an already slow economy. We will continue doing what we do to promote Australian regional tourism, but it would be a welcome change to see a small slice of the pie they are saying they will use to to promote instead of the usual agency response of: sorry, no, that money has already been allocated.