SYDNEY — Originally designed to boost travels from the UK, Tourism Australia’s massive US$10.4 million (AUD$15million) ad campaign has taken a backseat even as the country focuses on recovering from bushfires still raging down its eastern coast.
Australia continues to battle serious bushfires across multiple regions. Authorities in some regions have declared a State of Emergency and ordered road closures and evacuations. Poor air quality can occur some distance from the sites of the fires and provoke respiratory conditions,
“In light of the current situation in Australia, we have reduced some of our campaign activity in the UK and will continue to review our planned activity over the coming months,” said a Tourism Australia spokesperson.
The top priority remains the emergency response to the still raging bushfires, as well as the safety of communities and tourists within affected areas.
Areas with heavy tourist numbers such as the Snowy Mountains and New South Wales south coast were evacuated over the holiday period, while the UK government has sent out cautionary messages to citizens considering travel to Australia.
“Australia continues to battle serious bushfires across multiple regions. Authorities in some regions have declared a State of Emergency and ordered road closures and evacuations. Poor air quality can occur some distance from the sites of the fires and provoke respiratory conditions,” reads travel advice from the UK Government.
Still, Tourism Australia maintains that there’s still plenty left yet of the country to visit, with many businesses still open. “It is more important than ever that we rally around our communities and the tourism sector who may have been impacted,” it said in a statement.
The ‘Matesong’ ad campaign was a highly prolific one, featuring cameos from singer Kylie Minogue, former Australian cricketer Shane Warne and tennis number one seed Ash Barty.