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News 8 Apr 2021 - 2 min read

Tourism Australia launches first international campaign in a year, targeting New Zealand

By Sam Buckingham-Jones - Senior Writer
Tourism Australia image

Bring on the Kiwis: TA launches first international campaign for New Zealanders

Tourism Australia is hoping to lure millions of New Zealanders down under with a new campaign taking advantage of the quarantine-free travel bubble. New Zealanders typically spent more than $2.5 billion in Australia, pre-Covid. This $3 million campaign will run between now and June. 

Tourism Australia has launched an international campaign - its first in more than a year - aiming at attracting New Zealanders to Australia's shores following the start of a two-way travel bubble. 

The $3 million 'Be the First' campaign will promote the quarantine-free access New Zealand has with Australia and will run across TV, out of home, online, print and radio until June 2021.  

In print examples, it says "Welcome Back NZ", and that "We've saved you the first sneak peek". The campaign will be amplified by partnerships with airlines, state and territory tourism organisations and a range of PR and partner activities. 

Tourism Australia says New Zealanders spent $2.6bn in Australia in 2019, mostly on leisure activities. 

“As one of our closest neighbours and largest inbound markets, we have long held strong tourism ties with New Zealand, so we are really excited to be exclusively welcoming our friends from across the Tasman back to Australia,” Phillipa Harrison, Tourism Australia Managing Director, said.

"While the travel bubble won't fill the void of all lost international business, it will provide an important boost to our industry by helping to drive demand to some of those areas that need it most.

“After a year of almost no international travel, there is a real opportunity for us to capture pent up demand by encouraging the 1.7 million New Zealand travellers who normally travel to other destinations overseas to instead choose Australia for their next holiday.

Dan Tehan, the Minister for Trade, Tourism and Investment, said he was confident the campaign would successfully sell Australia to New Zealanders looking to travel when the bubble opens on April 19.

“The advertising campaign that starts today will highlight Australia’s food and wine, nature, wildlife and more unique experiences," he said. 

“Right now, Australia is the only international destination for New Zealanders so we are taking advantage of that opportunity to reach 3.1 million New Zealanders who normally travel overseas each year and remind them how great it is to holiday in Australia."


Creative: M&C Saatchi

Media: UM

Digital: Digitas


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