Live from AUS
On the 7th of May Tourism Australia (TA) announced an extension of the TA With Love from Aus campaign with a virtual activation.
Live from Aus will bring some of Australia’s best tourism offerings ‘live’ into the living rooms of hundreds of thousands of Australians. TA will be highlighting the best that Australian tourism has to offer, from Australia’s unique culture to stunning natural beauty, world class food and drink and exceptional wildlife. Live from Aus will be hosted by an array of Australian personalities, advocates and industry operators who will educate, entertain and inspire viewers with a range of interactive experiences, including cooking demonstrations, wine tastings, exercise classes, cultural immersion sessions and Australian wildlife encounters.
Kick off launch – on 15 May on The Project
Live from Aus will kick off on Friday 15 May with a special one-hour broadcast at 7:30pm on The Project on Network Ten. ‘The Love Australia Project’, proudly supported by Tourism Australia, will be headlined by some of the nation’s favourite tourism and entertainment personalities who will help shine a spotlight on our unparalleled offerings. This will be followed by a full weekend program on 16 and 17 May of live content on Tourism Australia’s social media channels.
Focused on dreaming – at a time when TV viewership is up
Even though the ability to travel is currently on hold and the timing of the recovery is still uncertain, it is important that Australia does not go quiet as a destination. While people can’t travel right now, they can still dream and plan for future holidays. Tourism Australia’s marketing job right now is about keeping Australia front of mind for domestic and international 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. With the world in various stages of isolation, people are turning to media for information, entertainment and inspiration. Traditional TV viewership has increased 63 per cent, and internet browsing by 70 per cent. As part of that, viewership of live content across social channels has nearly tripled in the past month. Live from Aus aims to capitalise on this trend by feeding consumers desire for positive and engaging content. This will place Australia in the best possible position to capture pent-up travel demand once travel restrictions lift and people can travel again.
Refer to the TA website for more information by clicking here.
Tourism Australia are continuing to host their series of weekly webinars with different guest speakers. To subscribe to upcoming webinars or to access past recordings, click here.
What can tourism businesses do?
- Stay informed by subscribing to Destination NSW’s Insights newsletter
- Follow the latest updates from Australian Health and NSW Health
- Look after your staff, your customers and yourself – safety first
- Review your contingency plans and risk assessment processes
- Review your cancellation policy for bookings and seek advice where required
- Reach out to your partners, suppliers and industry associations
- Maintain your social media communications to visitors, and include Now’s The Time To Love NSW messaging to drive visitation where appropriate:
- Update your free Get Connected listing
- Post photos from your business on social channels with the hashtag #LoveNSW