The Australian government’s tourism department is attempting to lure visitors back for a longer stay in the country with a new ad campaign as the nation prepares to open its borders to vaccinated travelers on Feb. 21.
The campaign, which bears the tagline “Don’t Go Small. Go Australia,” focuses on destinations found throughout the country, from the Avoca Caves in New South Wales to the Great Barrier Reef in Queensland.
The strategy is to get travelers thinking beyond the weekend trips and weeklong stays that became common during the Covid-19 pandemic, said Susan Coghill, chief marketing officer of Tourism Australia.
“We really want to showcase the epic side of Australia and encourage people to come down and experience it themselves,” Ms. Coghill said.
Travel and tourism marketers have grappled with the pandemic through its several…
