Australia Goes ‘Big’ in Latest Tourism Campaign

    The spot features some spectacular Australian scenery.

    By Asia Ad Junkie - May 6, 2021
    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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