Hamish Blake fronts Tourism Australia campaign
Hamish Blake and Zoe Foster-Blake have been recruited by Australia’s peak tourism body Tourism Australia to encourage locals to “Holiday Here This Year”.
The Holiday Here This Year campaign first took off following Australia’s bushfire crisis. Its aim was to encourage Australian residents to pour their expendable income into local regional areas which had been devastated by the bushfires, rather than sending themselves, and their money, overseas.
The campaign has now been revived in light of the COVID-19 pandemic and restrictions on international travel.
Tourism Australia’s new ambassadors, Blake and Foster-Blake, said they were excited to help the country bounce back after a tough year, and inspire Australians to get travelling.
“It does feel special to be able to help promote our country because we love travelling, we love adventure, and we love Australia. So, we can’t really think of anything that’s a better fit,” the said.
“We know everybody feels like a holiday right now, so it’s not exactly a tough sell, but hopefully we can help to convince those people who were putting one off or had planned something overseas, to book a holiday here. Not only will they create incredible memories, they’ll be helping the tourism sector right across the country bounce back.”
The campaign was designed by Tourism Australia’s creative agency M&C Saatchi.
Executive creative director, Avish Gordhan, said the successful media duo were the perfect fit for the campaign.
“We couldn’t think of anyone more fitting than Australia’s favourite couple Hamish and Zoe to encourage Aussies to think about getting out there again, enjoying the wonderful experiences in our backyard, and, importantly, helping the tourism industry and the country recover in the process,” Gordhan said.
The campaign will be rolled out across print, social media, search, radio and outdoor advertising, and amplified by industry and content partnerships.