Federal Tourism Minister Simon Birmingham has urged Australians to book an interstate flight and holiday domestically to save “the job of a fellow Australian”.
“We are urging Australians to support our airlines and airports, tour operators, hire car companies and accommodation providers, while also giving people the chance to enjoy some of the incredible experiences our country has to offer,” said Minister Birmingham.
His comments came at the launch of a new Tourism Australia ad series, reportedly costing $7 million, fronted by celebrity couple Hamish Blake and Zoe Foster-Blake.
The new instalment of the Holiday Here This Year campaign will run across print, social media, search, radio and outdoor advertising and was filmed over Zoom due to the high-profile comedian and author being in lockdown in Melbourne.
“With our international borders expected to remain closed for the foreseeable future and the summer holidays only a couple of months away, this is a shout out to all Australians who are in a position to do so, to try something new and consider booking a holiday to a destination within Australia they have never been to before,” said Minister Birmingham.
“Tourism employs one in 13 Australians and is the backbone of so many businesses across Australia, but the industry has been hard hit by the COVID-19 crisis.
“With interstate travel now possible to many parts of Australia, there isn’t a better opportunity than right now for Aussies to book a plane ticket, head to an interstate destination and help save a tourism business or the job of a fellow Australian.”
The news comes after a glut of domestic border restrictions being relaxed and following the budget announcement that Tourism Australia would receive $230 million in funding to focus on holiday at home marketing.
Last month, Australian Aviation reported how Tourism Australia launched the first major campaign to woo international travellers since the start of the coronavirus crisis – despite indications from the government that borders won’t open until well into next year.
The government agency released six “immersive” videos that use new technology to attempt to replicate the experience of physically being at Australian landmarks such as Uluru, Fraser Island and the Sydney Opera House.
One-way flights from New Zealand to NSW, the NT and ACT will begin on Friday.