If you’re going to see Australia, you need to see it in a big way.
That’s the message from comedian Hamish Blake and his wife Zoe Foster Blake who have teamed up again with Tourism Australia for a new campaign that urges Aussies to plan a “big” extended escape to bring some love back to the regions around Australia.
From beach-hopping to bush-bashing, Australian’s backyard really does have it all.
In their new ad, which is part of Tourism Australia’s Holiday Here This Year campaign, the couple showcases some of the “big” ticket items Australia has to offer for a domestic getaway.
While Tourism Australia has found domestic travellers have been shunning cities in favour of regional areas due to health and safety concerns, there has been a surge in shorter, more frequent, trips rather than traditional month-long getaways typically reserved for European summer holidays.
Couple visit incredible spots for ad campaign
The new $9 million ad campaign features the popular duo exploring some of Australia’s most scenic spots, including the Great Barrier Reef in Queensland, the Otways in Victoria, and WA’s Purnululu National Park in the Kimberleys.
“Making this was complete stuff of dreams,” Foster Blake said on her Instagram alongside the new ad.
“My husband and I are the luckiest pigs in Australia getting to shoot (together!) at these breathtaking locations – places we’d always dreamed of visiting … but “never made the time.”
“If you’ve been thinking about – or putting off – a trip to one of Australia’s many epic spots, well, this is your year.”
Trade, Tourism and Investment Minister Dan Tehan said the new campaign will hopefully encourage Australians to travel more “further afield”.
“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,” Mr Tehan said.
“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.”
Longer holidays better for health and better for businesses
A recent report released by Tourism Australia revealed that Australians need to extend their holidays to be happier, healthier and more productive at work.
Dubbed the ‘Annual (leave) report’, the study showed that while Australians took 29.4 million overnight trips in 2020 – with 82 per cent of those trips being one to four nights – just 18 per cent were five nights or more.
Of those 18 per cent who took a longer break, the respondents noticed they were happier, less irritable and three times less likely to argue with their family, friends or partners. In addition, they were more likely to stick to healthy habits such as good diets and regular exercise programs after a longer holiday.
“With a backyard as vast as ours, Australians are spoiled for choice when it comes to epic destinations and holiday experiences,” Tourism Australia managing director Phillipa Harrison said.
“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.
“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.”
The Epic Holidays campaign will be rolled out across a range of channels including TV, print, online, social media, content partnerships, search, radio, cinema and outdoor advertising from today.