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New Tourism Australia campaign aims to entice Singaporean travellers

Tourism Australia is hoping a new $4 million campaign will entice travellers from Singapore to our shores ahead of two-way quarantine-free travel resuming between the two countries from 21 November.

Tourism Australia is hoping a new $4 million campaign will entice travellers from Singapore to our shores ahead of two-way quarantine-free travel resuming between the two countries from 21 November.

From Sunday, fully vaccinated Singaporeans can arrive in Australia without quarantining if they return a negative COVID-19 test beforehand.

Tourism Australia has launched a new $4 million Yours to Explore campaign to encourage travel from the city-state worth about $1.5 billion to the Australian economy to kickstart the arrival revival.

The campaign will remind Singaporeans of all the incredible experiences and destinations that await them in Australia for their next holiday.

“It is not going to make up for the loss of international, but, surely, it is a great start,” managing director Phillipa Harrison told the Nine Network on Thursday.

“(Singaporeans) are very familiar with Australia. They travel far and wide around Australia.

Phillipa Harrison, CEO Tourism Australia

“That is why we are back in the market with our first conversion brand campaign in quite a period of time, convincing them to come back.”

Australians were earlier this month given the green light to travel to Singapore, quarantine-free. 

Ms Harrison expects post-COVID tourism to rebound by 50 per cent relatively quickly as international and domestic restrictions reduce.

“There is a lot of demand for travel around New South Wales, Victoria and also the ACT,” she said.

“It is a good start, but we do need all of the borders open as soon as we can.”

The campaign will start rolling out in Singapore from 19 November and is scheduled to run until June 2022 across TV, out-of-home, cinema, online, print, radio and social media, and will be supported by a range of PR and partner activities.

All marketing activity will be amplified via partnerships with airlines, State and Territory Tourism Organisations and key distribution partners in the Singapore market.

Silversea
Aerial shot of King George falls, Kimberley, Australia. Pic: Silversea

Tourism Australia is working with a range of key distribution partners to maximise opportunities to drive bookings and recovery for Australia’s hard-hit tourism economy.

Partners include Chan Brothers, UOB Travel, Dynasty Travel and CheapTickets.sg, who will provide tactical offers to stimulate travel to Australia from Singapore.

Tourism Australia is also partnering with Klook.com to offer Singaporeans a range of travel experiences they can book before or during their trip in Australia.

Singapore Airlines and Qantas are also partners in aiding the recovery of the airline industry and recommence services into Australia in the coming months.

PM Scott Morrison also flagged quarantine-free travel with South Korea, and Japan could be on the horizon.