Ahead of Australia’s borders reopening to all fully vaccinated
travellers from 21 February, the Land Down Under has issued a clarion
call to overseas tourists, “Don’t Go Small. Go Australia”, to the tune
of A$40 million (US$28.7 million).
Australia’s multimillion-dollar campaign will run across TV, print,
digital and social channels in key Western markets that include US, UK,
Germany, France, Italy and Canada.
A video advertisement launched as part of the campaign splices
together some of the country’s most notable landmarks and attractions
such as the Great Barrier Reef, Central Australia, the Sydney Harbour
Bridge and the 12 Apostles.
The newly launched tourism campaign represents just one of the many
initiatives Australia has in its pipeline to drive inbound travel on a
larger scale. According to Dan Tehan, Australia’s minister for trade,
tourism and investment, preparations were already in the works, and the
trigger for the campaign was pulled as soon as the reopening was
“Don’t Go Small. Go Australia is about reminding travellers whether
they are dreaming of discovery or looking for relaxation – Australia is
the perfect destination for an epic adventure,” said Phillipa Harrison,
managing director of Tourism Australia.
A previously launched campaign “Come and Say G'Day - Australia is
Yours to Explore” was rolled out in Singapore and will be further
introduced to Asian markets comprising India, Malaysia, Indonesia, South
Korea, Japan and Greater China.
travellers seeking to enter Australia quarantine-free from 21 February
onwards are required to hold a valid Australian visa; prove they are
fully vaccinated; present a negative rapid antigen test within 24 hours
of departure of a PCR test within 72 hours of departure; and complete an
Australia travel declaration form at least 72 hours before departure.
The quarantine-free travel applies to all states and territories with the exception of Western Australia.