April 9 2021
With a reciprocal travel bubble with New Zealand coming into effect in just over a week on April 18, Tourism Australia has launched its first international marketing campaign in over a year, to tempt Kiwis back across the Tasman for a holiday.
Tourism Australia Managing Director Phillipa Harrison said she hoped New Zealanders would make the most of the two-way travel bubble and enjoy being the first international travellers back in Australia.
“As one of our closest neighbours and largest inbound markets, we have long held strong tourism ties with New Zealand, so we are really excited to be exclusively welcoming our friends from across the Tasman back to Australia,” Harrison said.
“Australia has long been the most popular outbound travel destination for New Zealanders, who spent $2.6 billion on their travels here in 2019. While the travel bubble won’t fill the void of all lost international business, it will provide an important boost to our industry by helping to drive demand to some of those areas that need it most.
“After a year of almost no international travel, there is a real opportunity for us to capture pent up demand by encouraging the 1.7 million New Zealand travellers who normally travel to other destinations overseas to instead choose Australia for their next holiday.
“That is why we’re calling on New Zealanders to take the opportunity to relax, reconnect with loved ones, and discover – or perhaps rediscover – some of the lesser-known parts of Australia that make us such an incredible holiday destination.
“Quarantine-free travel between our two countries is also an exciting and important step in rebuilding international tourism to Australia, and will also provide a framework for the resumption of inbound travel from other key international markets in time,” she said.
The $3 million ‘Be the First’ campaign launched in New Zealand yesterday and is slated to run until June 2021 across TV, out-of-home, online, print and radio, and will be supported by PR and partner activities.
Marketing activity will be amplified via partnerships with airlines, the State and Territory Tourism Organisations and key distribution partners who will provide tactical offers to prompt travel to Australia from New Zealand.