Tourism Australia today launched the next iteration of the Holiday Here This Year campaign which calls on Australians to give The Gift of Travel.
The campaign, featuring ambassadors Hamish Blake and Zoe Foster-Blake, is about encouraging Australians to leave behind the physical gifts this year and give lifelong memories and help support tourism operators and communities.
Research shows Australians are planning to spend big on gifts this holiday season.On average last year we spent $770 on gifts equating to $16 billion in total.
If all Australians decided to spend a fraction on travel experiences instead it would be a multi-billion dollar boost to the industry.
The campaign was supported by Tourism Australia’s agency partners M&C Saatchi Sydney (Creative), UM (Media), Digitas (Digital), Ogilvy PR (Public Relations) and Finch (Production).
“Australia is the greatest gift shop in the world," says Mandie van der Merwe, executive dreative director at M&C Saatchi Sydney:
"It’s full of the most incredible experiences with which to treat someone you really care about. Not to mention, by giving a holiday here this year, you’re helping the tourism industry recover. It’s like a double present - someone gets a gift they’ll never forget and the industry gets the support they need.”
Lisa Hosking, global client partner, UM Australia said: “This campaign is vital in helping rebuild confidence and stimulate demand for the Australian tourism industry.
"We have worked with a broad selection of media partners to ensure that the campaign will reach, influence and inspire Australians across all territories and states.”
Simon Brock, executive creative director at Digitas said: “Experiences make the most memorable gifts, and Australia offers experiences like nowhere else. It’s been exciting to collate some of the most unforgettable experiences the country has to offer, and creating a Gift Finder on Australia.com – to help Aussies find and give amazing gifts to their loved ones this holiday season.”
Richard Brett, CEO of Ogilvy PR said: “We love how The Gift of Travel campaign aims to bring people together to create memories, all while helping the tourism industry recover. The campaign captures the joy in experiencing something new and we’re excited to partner with Tourism Australia to highlight the incredible destinations and experiences from Australia’s gift shop.”
With Australians now able to travel internationally and return without quarantining in some states it is important to support the domestic tourism industry which supports 1 in 13 jobs in Australia. Domestic tourism is a $100 billion industry and has been hit hard by the COVID-19 pandemic.
Susan Coghill, Tourism Australia's CMO: “There is a sizable opportunity for the tourism industry to take market share away from the retail category this holiday season. As vaccination rates continue to rise, travel and reconnecting with family and friends is top of mind for Australians.
“We also know the events of the last few years have meant that people have re-evaluated what matters most to them, and as a result, consumers' gift-giving attitudes are moving away from material excess and towards more meaningful gifts.
“The Gift of Travel campaign is just as much about inspiring Australians to see travel experiences as more meaningful, emotional and sustainable gifts as it is about growing demand.”
The Gift of Travel will be a multi-channel campaign across TV, cinema, print and online. The new television commercial will follow Hamish and Zoe on their journey to find the perfect gift for their close friend, comedian Andy Lee.
Hamish and Zoe seek inspiration from the outback wrangler Matt Wright, rugby league great Johnathan Thurston, comedian Hannah Gadsby, actor Hugh Sheridan and food icon Elli Beer before landing on an unforgettable experience for Andy.
The campaign will run from today to December 24.
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