Australia Goes ‘Big’ in Latest Tourism Campaign

Tourism Australia and M&C Saatchi Sydney have launched their latest spot for the Holiday Here This Year Campaign featuring Hamish Blake and Zoe-Foster Blake.

The domestic campaign is part of a push to get Australians spending in-country following the pandemic’s severe blow to the tourism and hospitality industry, asking Australians to go even bigger than before.

It features some astounding scenery from forests to mountains, caves to sea, and is a not so subtle reminder to all Aussies stuck indoors for what now feels like eternity that the vast country has something for everyone.


“This new campaign aims to get Australians to travel further afield, take a longer holiday, and visit those parts of the country typically reliant on international tourism. Australians typically spend more overseas than foreign tourists spend in Australia, so we want Australians to treat their domestic holiday this year like an overseas trip,” said Federal Minister for Trade, Tourism and Investment, Dan Tehan.

“The net impact of Australian tourist spending in Australia was a positive benefit to the economy of around $7.5 billion in the December quarter; and in 2019, holidays of five nights or longer contributed $31.8 billion to the economy. Every epic holiday that we take in our own backyard delivers a significant shot in the arm for our tourism businesses, workers and communities.”

“This latest phase of our Holiday Here This Year campaign is focused on reminding Australians of some of the big adventures that can be had when exploring the many destinations, landscapes, and natural wonders that make Australia truly awe-inspiring. With a backyard as vast as ours, Australians are spoilt for choice when it comes to epic destinations and holiday experiences. We have a reef so big you can see it from space, the world’s greatest rock formation, and mountain ranges that dominate over three states and more,” Tourism Australia managing director Phillipa Harrison.


“To make the most of these epic holiday opportunities, we’re urging Australians to take a bigger break of five days or more and explore those parts of the country that are especially reliant on international visitors. Taking a longer break is not only good for our personal wellbeing but also for Australia and the many communities and businesses that rely on tourism,” Harrison added.


Creative Agency – M&C Saatchi
Cam Blackley – Chief Creative Officer
Mandie van der Merwe – Executive Creative Director
Dave Govier – Associate Creative Director
Rosita Rawnsley-Mason – Associate Creative Director
Allie Steel – Senior Copywriter
Nicole Yeoman – Art Director
Sam Rowlands – Art Director
Vanessa Boueyres – Group Head
Nikki Chapman- Senior Account Director
Jeff Bradshaw – Account Director
Sean O’Shea – Account Manager
Jemma Marriott – Senior Project Manager
Emily Taylor – Chief Strategy Officer
Vanessa Graham – Senior Strategy Director
Emma Parsons – Head of Content
Loren August – Head of Broadcast
Henry Welch – Associate Executive Producer
Simone Cherry – Design Director
Ian Hartigan – Integrated Designer
Will Gembitsky – Motion Designer
Ryan Donnelly – Integrated Designer
Richard Hughes – Retoucher

Production Company: Finch
Director: Christopher Riggert
DOP: Sam Chiplin

Jack Graham – Group Strategy Director
Alisha Imam – Senior Strategist
Lisa Hosking – Senior Client Director
Anthony Thomas – Senior Planning Manager
Ellie Reid – Planning Manager
Rahma El Sayed – Integrated Planner

Bridget Jung – Chief Creative Officer
Chad Edwards – Design Lead
Alan Tanner – Director
Alex Pugliese – Account Director
Ellee Donald – Account Director
Zoe O’Sullivan – Account Director
Ellie Thomas – Senior Account Manager
Thomas Fogarty – Senior Account Executive
Emma Hill – Account Executive

Max Cahill – Senior Account Director
Jade Skinner – Senior Project Manager
Melissa Jones – Senior Account Manager
Raelene Loong – Project Manager
Oliver Ree – Design Lead
Nick Duron – Senior Creative
Hannah Melanson – Copy Director
Michael Daley – Head of Data & Analytics
Stephen Smithstone – AEM lead
Brianna Taylor – Senior Data Analyst
Cliff Sandler – Senior CX Designer
Jae Park – UI Designer

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