Hamish Blake visits Kangaroo Island for Tourism Australia campaign

BEACH SHACK: Zoe-Foster Blake and Hamish Blake enjoy some local Kangaroo Island produce in the beach shack at Snellings Beach at Middle River. Photo: Tourism Australia
BEACH SHACK: Zoe-Foster Blake and Hamish Blake enjoy some local Kangaroo Island produce in the beach shack at Snellings Beach at Middle River. Photo: Tourism Australia

Hamish Blake and Zoe-Foster Blake visited Kangaroo Island recently to promote the next phase of Tourism Australia's Holiday Here This Year campaign.

The new $9 million Epic Holidays campaign launched today, May 6, urges Australians to travel further inside their own country, book a longer stay, and enjoy the benefits of a bigger domestic holiday.

Mr Blake told Tourism Australia he was surprised by the sheer size of the Island.

The campaign advert is all about big things and the couple sit down to a huge lobster in the Hannaford's beach shack on Snellings Beach at Middle River on the north coast of KI.

"I loved seeing how amazingly Kangaroo Island has bounced back from the bushfires, but mostly I had no idea it was that big!" he said. "And that delicious. The whole island is like a deli. Bees, seafood, sheep, whatever, Kangaroo Island is a big natural beautiful pantry."

Watch the campaign commercial...
BIG LOBSTER: A screen grab from the promotional video: That's a big lobster!

BIG LOBSTER: A screen grab from the promotional video: That's a big lobster!

SERENITY: Zoe-Foster Blake and Hamish Blake savour the serenity on Snellings Beach at Middle River. Photo: Tourism Australia

SERENITY: Zoe-Foster Blake and Hamish Blake savour the serenity on Snellings Beach at Middle River. Photo: Tourism Australia

Meanwhile new modelling by the McKell Institute suggests border closures made necessary by delays to Australia's vaccine rollout will cost the economy $16.4 billion.

Kangaroo Island, with about 50 per cent of its tourists coming from overseas prior to the pandemic, will see its economy suffer because of the delay.

Federal Minister for Trade, Tourism and Investment, Dan Tehan, said that now was the perfect time for Australians who have been holding out for a holiday, to take an epic one.

"This new campaign aims to get Australians to travel further afield, take a longer holiday, and visit those parts of the country typically reliant on international tourism," Mr Tehan said.

"Australians typically spend more overseas than foreign tourists spend in Australia, so we want Australians to treat their domestic holiday this year like an overseas trip.

"The net impact of Australian tourist spending in Australia was a positive benefit to the economy of around $7.5 billion in the December quarter; and in 2019, holidays of five nights or longer contributed $31.8 billion to the economy."

Tourism Australia managing director Phillipa Harrison said the new campaign sought to encourage Australians to take the opportunity to book an epic holiday, especially when there had been limited opportunities to do so in the past year.

"This latest phase of our Holiday Here This Year campaign is focused on reminding Australians of some of the big adventures that can be had when exploring the many destinations, landscapes, and natural wonders that make Australia truly awe-inspiring," Ms Harrison said.

The Epic Holidays campaign will be rolled out across a range of channels including TV, print, online, social media, content partnerships, search, radio, cinema and outdoor advertising.

There is also a new online quiz to assist Australians in finding their perfect holiday match, which can be found on the official travel site australia.com

Campaign assets are also being made available to industry to use in their own marketing initiatives.

This includes an online Australian COVID travel portal available at https://www.australia.com/en/facts-and-planning/useful-tips/coronavirus-travel-safety.html that brings together key safety information, travel restrictions and guidelines from across the country.

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