Due to the COVID-19 epidemic, Australia will reopen its borders to overseas travelers next week, marking the first time in almost two years that the country has done so.
And if you haven’t already, you’re going to be informed.
According to Business News Australia, Tourism Australia will begin a $40 million global advertising campaign this week in an effort to entice visitors back to the country’s shores.
The slogan for the marketing campaign will be “Don’t Think Small. Think Big.” “Let’s go Australia.”
“The world has been waiting two years to come down to Australia for a vacation, and our current advertising campaign will remind them of what they’ve been missing,” said Dan Tehan, Minister for Trade, Tourism, and Investment in Australia. ‘After COVID-19, the whole globe is looking forward to having a vacation, and we want that vacation to take place in Australia.’ With significant investment in tourist marketing efforts abroad to follow in the second part of the year, this new campaign is only the beginning of a long-term plan to resurrect tourism in Australia.”
The first phase of the campaign will be launched in the United States and the United Kingdom, which are Australia’s two most important tourist markets. Large billboards and other outdoor advertisements may be seen at both London’s Piccadilly Circus and New York’s Time Square. Television commercials for the Winter Olympics started airing on Sunday night in Los Angeles and will continue through the second and final week of competition.
The campaign will highlight major tourist destinations such as Sydney Harbor and the Opera House, as well as lesser-known destinations such as the Great Barrier Reef, Melbourne, and Uluru.
According to Susan Coghill, chief marketing officer of Visitor Australia, “we have picked destinations and activities that highlight the great array of tourism experiences Australia has to offer.” “We also took into consideration the major tourist attractions and places that have been the most adversely affected by the epidemic and placed them in the limelight.”