Tourism Australia has launched a multimillion-pound international publicity campaign as the country prepares to reopen its borders to fully vaccinated visitors from February 21.
Using the slogan ‘Don’t Go Small. Go Australia’, the AUD$40 million (£21 million) campaign will be seen in key markets, including the UK, Germany, France, Italy, Canada and the US.
The marketing has launched with high-profile advertisements in landmark sites such as London’s Piccadilly Circus and Times Square in New York.
The country’s tourism minister, Dan Tehan, said: “The world has been waiting two years to get Down Under for a holiday and our latest ad campaign will remind them of what they’ve been missing.
“This new campaign is just the first step in a long-term strategy to restart tourism to Australia, with further investment in tourism marketing campaigns internationally to come in the second half of the year.”
Phillipa Harrison, managing director at the tourist board, said: “Australia has amazing icons which we are known and loved for around the world, such as the Great Barrier Reef, the awe-inspiring Uluru and the Sydney Harbour Bridge, and now is the time to remind the world of these things, as well as showcase a number of our lesser known but equally spectacular experiences and destinations.
“There are also plenty of new products that have launched over the past two years waiting for travellers, meaning there is something new for everyone here in Australia, even those who have visited before, so we’re asking people around the world to Come and say G’Day.”
Travel information is available on australia.com, supported by offers from global partners.
From February 21, fully vaccinated visa holders can travel to Australia quarantine-free, without the need to apply for a travel exemption.
They need a negative rapid antigen test within 24 hours of departure or a PCR Covid-19 test taken within 72 hours of departure.
Fully vaccinated visa holders can enter all states and territories quarantine-free from February 21, except for Western Australia.
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