Tourism Australia says ‘Don’t Go Small. Go Australia’ in new global campaign

Tourism Australia via CHEP Network, is launching a new campaign internationally to encourage travellers to book their next big holiday to Australia, with international borders re-opening to all fully vaccinated tourists and other visitors from 21 February 2022.

Don’t Go Small. Go Australia is a $40 million campaign being rolled out into markets, such as the United States and the United Kingdom, to remind travellers of all the incredible experiences that await them in Australia.

Minister for trade, tourism and investment Dan Tehan said Tourism Australia had been prepared to ramp up its international marketing efforts once the border re-opening 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.

“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.”

Tourism Australia managing director Phillipa Harrison said the campaign will run across TV, print, digital and social channels in key markets and feature some of Australia’s most iconic destinations and experiences: “Don’t Go Small. Go Australia is about reminding travellers whether they are dreaming of discovery or looking for relaxation – Australia is the perfect destination for an epic adventure.

“Australia has amazing icons which we are known and loved for around the world such as the Great Barrier Reef, the awe-inspiring Uluru and the Sydney Harbour Bridge, and now is the time to remind the world of these things as well as showcase a number of our less known but equally spectacular experiences and destinations.

“There are also plenty of new products that have launched over the past two years waiting for travellers, meaning there is something new for everyone here in Australia, even those who have visited before, so we’re asking people around the world to Come and Say G’Day.”

Tourism Australia chief marketing officer Susan Coghill said the Don’t Go Small. Go Australia international campaign is about inspiring tourists to not only book a holiday to Australia but to fill their itinerary with all that is on offer Down Under: “The new campaign shows travellers what they’ve been missing in Australia – the vast landscapes, our world-famous icons and the epic adventures. We are inviting travellers across the world to think big, and say G’Day to the holiday they’ve been waiting for.

“We have chosen locations and activities to reflect the wide diversity of tourism experiences Australia has to offer. We also considered the popular destinations and cities which have been impacted the most by the pandemic and put them in the spotlight.”

Come and Say G’Day – Don’t Go Small. Go Australia will run in Germany, France, Italy, and Canada as well as the USA and UK. The campaign will build on the successful public relations blitz that supported the border reopening announcement, with tactical placements in landmark sites in New York, London and Paris from Monday, 14 February. To convert interest into bookings, Tourism Australia has also published inspiring and up-to-date travel information on Australia.com, which will be supported with offers from global partners.

The existing Come and Say G’Day – Australia is Yours to Explore, which launched in Singapore ahead of its reopening last November, 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.