SYDNEY – As fires flared up again in eastern Australia, Tourism Australia launched a domestic campaign on Thursday encouraging Australians to show their support for the country’s tourism industry by holidaying in their own backyard.
The ‘Holiday Here This Year’ campaign urges Australians to assist with bushfire recovery by taking a domestic holiday and sharing their experiences with friends and online.
The campaign is supported through a A$20 million (US$13.7m) government funding boost and forms part of a coordinated marketing push involving all states and territories that provides a unified platform to galvanise the tourism industry and Australians.
The campaign will be rolled out across print, social media, billboards across major cities, content partnerships, radio and outdoor advertising, with Australians being encouraged to demonstrate their support using the hashtag #holidayherethisyear.
A video, produced by tourism operators from across the country, has also been launched this morning with a personal invitation to explore the country.
Support for Australia is also coming from overseas. New York’s Empire State Building (ESB) will this year light in Australia's national colours of green and gold to celebrate Australia Day on January 26.
The building’s STATE Grill and Bar will add Fosters beer and a special Pavlova dessert to its menu on January 25 and 27, with all profits donated directly to the NSW Rural Fire Service. Patina Restaurant Group, the restaurant's managing company, has also pledged to match this donation.
As of Thursday afternoon, there were 85 fires burning across New South Wales and the Australian Capital Territory. Six fires were at emergency warning level.