Tourism Australia will launch a new campaign on October 31 showcasing the country as the best gift shop in the world. Full of meaningful and unique travel experiences, there’s a whole nation of unforgettable memories ready to be gifted for Christmas via travel advisors, with the help of Viva Holidays.
Tourism Australia is launching a dynamic and much-needed campaign that aims to encourage people to purchase Australian travel as a meaningful gift this festive season.
As an extension of Tourism Australia’s successful ‘Holiday Here This Year’ campaign, it will highlight the depth and breadth of Australian tourism experiences that can easily be given as gifts, while also helping to build overall demand for travel.
The campaign also aims to give back to tourism operators and communities who have struggled since the pandemic hit and indeed, before that for those that were affected by devastating bushfires.
Featuring domestic ambassadors Hamish Blake & Zoe Foster Blake, the multi-channel campaign will be rolled out across TV, Cinema, outdoor advertising, print, digital and social from October 31.
For those Australians who aren’t able to take a holiday yet, the campaign encourages them to plan for life beyond lockdowns and border closures by offering fully flexible experience vouchers valid for 3-5 years.
How will it work? Viva Holidays gift cards that can be redeemed by any travel agent
The campaign will begin on October 31 and the great news for the trade is that consumers will be able to buy Viva Holidays gift cards online that can ONLY be redeemed via a local travel advisor and ONLY used on domestic Viva Holidays content (excluding air).
The card will be valid for three years, and in addition, Viva Holidays will also produce a product catalogue called “The Gift Catalogue” featuring special travel offers available for gift card redemption only up until the end of January for travel by the end of June 2022.
Speaking of her enthusiasm for the campaign, Executive Director and Head of Wholesale and Inbound, Helloworld Cinzia Burnes said “Viva Holidays is very excited to have been officially announced as the exclusive wholesale partner supporting the upcoming ‘Gift Shop’ campaign, the next major activation in support of domestic tourism.”
“We are extremely proud to have been provided with this opportunity, won on the basis of our ability to deliver a campaign that would drive people to our travel agent network to book domestic travel.
“Tourism Australia will be promoting through various channels and we will also run a tactical campaign throughout November and December to further amplify the activation and it is great to see Tourism Australia acknowledging the important role of the travel agency network by partnering with us for this initiative.” Said Mrs Burnes.
Click here to download the campaign toolkit comprising of marketing assets for the industry to support the initiative via their own marketing channels.
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