(TAN): While Aussies cannot travel right now in the wake of the pandemic, Tourism Australia is all set to broadcast a live programme of virtual travel events to encourage them to plan their next domestic getaway.
“Live From Aus”, part of the Australian tourism board’s “With Love From Aus” campaign, will focus on the best the country has to offer, “from our unique culture to our stunning natural beauty, world class food and drink and exceptional wildlife”.
The live streaming will start on May 15 with a special one-hour broadcast on Network Ten’s “The Love Australia Project”. After that, viewers will be able to watch new travel experiences live on Tourism Australia’s website through that weekend.
The events will include dance parties with The Wiggles, crocodile encounters with the Outback Wrangler Matt Wright, workouts in Byron Bay and dinner party with Matt Moranand friends. They will be hosted by some of Australia’s most popular personalities.
Tourism Australia Managing Director Phillipa Harrison said although travel is currently on suspension, the broadcast and digital activation can help promote the With Love From Aus campaign and keep Australians interested in travelling within the country.
“Even though demand for travel is currently on hold and the timing of the recovery is still uncertain, it’s important that we don’t go quiet as a destination. While people can’t travel right now, they can certainly dream and plan for those holidays to come,” Harrison said.
“The brands that continue to engage with their audiences in a crisis are the ones that tend to recover the fastest. Our marketing job right now is about keeping Australia front of mind for travellers by using this enforced period of self-isolation to engage with people in their living rooms, feed their escapism and inspire them to travel again once the restrictions start to lift,” she added.
“The Australian optimism is boundless and is just what the world needs right now. We will be collaborating with some of the country’s most inspiring creators, industry operators and advocates to bring the Aussie spirit into the living rooms of people around the country and the world, to get them dreaming and planning their Australian holiday,” Tourism Australia’s Chief Marketing Officer, Susan Coghill said.
Network 10’s Head of Programming Daniel Monaghan said ‘The Love Australia Project’ will “reconnect” Australians with the beauty of the country.
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“As we watch the world battle COVID 19, never has the phrase “there’s no place I’d rather be” rung more true for Australians. So while the international borders remain closed, let’s celebrate the island we live on, it truly is a fantastic place,” he added.
Tourism Australia had released a video, “With Love From Aus”, to share a message of positivity with visitors amid the pandemic. The film, in order to remind holidaymakers that the country will still welcome them after the crisis is over, showed people staying connected virtually with Australia’s wildlife, landscapes and nature in general. Viewers should until then remain indoors and daydream about the destinations they plan on visiting.
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