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A second campaign from Luxury Escapes and Tourism Australia to support Aussies travelling closer to home

Social & Digital Technology & Data

A second campaign from Luxury Escapes and Tourism Australia to support Aussies travelling closer to home


The ‘Holiday Here This Year’ campaign is the second campaign partnership between online travel company Luxury Escapes and Tourism Australia aimed at encouraging Australians who previously travelled overseas to book domestic trips.

The multi-channel campaign is the largest that Luxury Escapes have ever undertaken and will take a destination-focused approach with 23 detailed travel guides being on offer.

According to Luxury Escapes, intrastate and interstate travel is on the rise with product views for intrastate travel were up 180 percent and interstate product views up 100 percent in June compared to the 12 month average, with revenue also up for the regions that have eased restrictions.

A summer of bushfires, overseas travel bans and the closure of states borders has had a devastating impact on the tourism industry. Data from the ABS reported that employment in the sector dropped 3 percent between March 2019 and March 2020, a number that is expected to increase as the impacts of COVID-19 unfolds. Although many vendors are still very much reliant on government support in order to continue operating, there is a strong hope for some recovery through domestic travel, particularly if restrictions ease.

“We’re seeing a very strong recovery in the states that have reopened for intrastate and interstate travel, and by joining forces with Tourism Australia we can help get travellers back to the communities that really need their support,” says Luxury Escapes CMO Jason Shugg.

Tourism Australia managing director Phillipa Harrison said: “Partnership campaigns are an integral element of our overall tourism marketing strategy and although much of our more visible brand activity has been on pause for the last few months, we have continued to work with key industry players like Luxury Escapes on strategic, conversion-focused partnership marketing initiatives to help drive bookings across Australia.” 

“Our consumer research shows that 60 percent of Australian travellers are keen to travel or are considering travel around Australia once they can, and this demand has certainly been reflected in the results from this recent targeted campaign, which has exceeded our expectations.”

Photo by Simon Rae on Unsplash.

Jasmine Giuliani

Jasmine Giuliani was the Editor of Marketing Mag from March 2020 to September 2021.

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