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Tourism Australia launches $5 million week-long campaign

A week-long tourism advertising blitz will kick off across the country, aimed at getting Australians to book their next domestic holiday and boost visitation to those regions that need it the most.

The $5 million marketing push is the first major activation of Tourism Australia’s Holiday Here This Year campaign for 2021 and aims to inspire people to take a well-deserved break and provide much-needed support to tourism operators and communities around the country.

Tourism minister Dan Tehan says the campaign was part of the Morrison Government’s ongoing support for the tourism industry.

“We want Australians to get excited about holidaying in Australia,” Tehan says.

The campaign, which runs from January 31 to February 6 has been developed with Tourism Australia’s creative agency M&C Saatchi and media agency UM.

It is the latest burst of activity as part of Tourism Australia’s ongoing domestic marketing initiative Holiday Here This Year, which aims to stimulate demand throughout the sector by getting Australians travelling safely across the country and booking holiday experiences.

It will feature Australian destinations, tourism products and experiences, including areas impacted by last summer’s bushfires.

Tourism Australia chief marketing officer Susan Coghill says the campaign taps into strong consumer sentiment to travel domestically.

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