Forget spectacular images of the Great Barrier Reef, Sydney Harbour, the Great Ocean Road (above) and the Kimberley region.
Tourism Australia's latest ad campaign promotes travel through a different lens: that of getting people vaccinated against Covid to drive a return to domestic and international tourism.
Tourism Australia's "It's Our Best Shot for Travel" campaign has been distributed domestically through numerous outlets, including social media.
Managing director Phillipa Harrison said Tourism Australia wanted to add its voice to those already urging people to get vaccinated and reclaim the lives they had been living pre-pandemic.
“One voice may not make a difference, but many voices singing to the same choir sheet really do start to make a difference,” she said.
Another campaign backed by the national tourism authority is due to launch later this year. It will be titled "Put a Jab on the Menu" and will feature some of Australia's celebrity chefs.
Tourism Australia has also created a business events version of its vaccination campaign. “It’s our best shot for events”. A toolkit of materials has been made available for event professionals to spread the word.
Tourism Australia’s Covid initiative comes at a time when national airline Qantas has pledged that all employees in the Qantas group will be fully vaccinated against Covid-19.
Frontline employees – including cabin crew, pilots and airport workers – will need to be fully vaccinated by 15 November 2021 and the remainder of employees by 31 March 2022.