Australia’s Campaign Is Full Steam Ahead as the Nation Re-opens
The following article is by Trove Associate Olivia Silverman-Franklin.
Did you happen to catch a 30-second ad for Australia this past Superbowl weekend? “Don’t Go Small. Go Australia” Is the latest marketing campaign for the country to garner the interests of those living in the United States and the United Kingdom. In addition, “The Come and Say G’Day - Don’t Go Small. Go Australia” campaign will be marketed through social media platforms, TV, and print ads in Germany, Italy, and France.
The campaign featured some iconic and picturesque scenery like the Northern Territory, Sydney Harbor, and the Great Barrier Reef. “We have chosen locations and activities to reflect the wide diversity of tourism experiences Australia has to offer. We also considered the popular destinations and cities that have been impacted the most by the pandemic and put them in the spotlight”, said Dan Tehan, Minister of Trade, Tourism, and Investment. Australia’s focus to highlight places most affected by the pandemic is a step in the right direction.
On March 19, 2020, Australia closed its borders and initiated a lockdown for all citizens. Melbourne held about six lockdowns, totaling 262 days, the longest of any city in the world during the pandemic. In November 2021, Australia first started allowing its citizens to leave; they gradually allowed workers and foreign exchange students to enter strictly for studies. The last phase of reopening was this past Monday, February 21st, 2022, for all leisure travel for international visitors to resume. This is huge news for a country that has been closed off - and one of the tourism powerhouses in the world
The first installment of this campaign comes as COVID infections slowly decrease and vaccination roll out in most countries have reached third dose status. Australia is still taking significant caution by opening again to international tourists. Tourists will need to be fully vaccinated, hold a valid Australian visa, have a completed travel declaration, and a negative RAT within 24 hours of departure in addition to a negative PCR within 72 hours of release. This may seem a lot to some travelers, but hopefully, these requirements could be reversed by the next installment of this campaign, and Australia will soon reap the benefits of this well-thought-out campaign.
Could Australia influence other countries for future post COVID marketing tourism marketing? That will depend on the data, branding strategy, visuals and social content underpinning their efforts. You can contact us here to start planning your destination campaign.