New campaign focuses on iconic Australian locations to attract international tourists

A new $40 million national tourism campaign - with the slogan ‘Don’t Go Small. Go Australia’ -focussing on Australia’s natural wonders such as Uluru and the Great Barrier Reef will be launched in the US and UK on Monday ahead of the return of international tourists on 21st February.

Unlike previous campaigns that featured Australian celebrities Kylie Minogue, Ian Thorpe, Shane Warne and Adam Hills, the new ad campaign will feature iconic destinations and experiences from the Great Barrier Reef and Uluru, to Sydney Harbour and Melbourne’s laneways and will kick-off this week targeting tourists in United States of America and United Kingdom, across TV, print, digital and social channels.

The campaign will include outdoor activations in New York’s Times Square and London’s Piccadilly Circus. To reach peak audiences in the US, the TV ad will be broadcast in Los Angeles in the break ahead of the Olympics broadcast on Monday and just after the airing of the Superbowl.

Federal Minister for Trade, Tourism and Investment Dan Tehan said Tourism Australia had been prepared to ramp up its international marketing efforts once the border reopening was announced.

“The world has been waiting two years to get Down Under for a holiday and our latest ad campaign will remind them of what they’ve been missing.

“After COVID-19, the world is looking forward to taking a holiday and we want that holiday to be in Australia.

“Our message to tourists is: don’t go small. We want visitors to make the most of their holiday by filling their itinerary and doing as many things as possible and if they do they’ll be supporting the 660,000 jobs in our tourism industry and our tourism regions.

“This new campaign is just the first step in a long-term strategy to restart tourism to Australia, with further investment in tourism marketing campaigns internationally to come in the second half of the year.”

The existing Come and Say G’Day – Australia is Yours to Explore, which launched in Singapore ahead of its reopening, will continue to be rolled out in markets in Asia such as India, Malaysia, Indonesia, the Republic of Korea, Japan and Greater China as travel reopens.

Images fro top: Uluru; Great Barrier Reef; Kangaroo Island. All images credit: Tourism Australia