Be the First
Rottnest Island, Western Australia © Georges Antoni
On 8 April 2021, Tourism Australia launched its ‘Be the First’ campaign inviting New Zealanders to take advantage of all the incredible experiences that await them across the Tasman.
With two-way, quarantine-free travel between the two countries commencing on 19 April 2021, Tourism Australia kicked off its first international campaign in more than a year to remind New Zealanders of all the experiences and destinations that have long made Australia such a highly sought-after destination among international travellers.
The ‘Be the First’ campaign celebrated New Zealand being one of the first to travel to Australia again and focused on showcasing the lesser-known side of Australia and increasing the fashionability of more unique locations and experiences. The campaign ran until June 2021 across TV, out-of-home, online, print and radio, and was supported by a range of PR and partner activities.
All marketing activity was amplified via partnerships with Qantas and Air New Zealand, the state and territory tourism organisations and key distribution partners who provided tactical offers aimed at stimulating travel to Australia from New Zealand. Tourism Australia also worked with our network of close to 600 Aussie Specialist agents in New Zealand to help promote travel to Australia.
How could industry get involved?
- Aligning marketing activity and messaging to support the campaign. See example messaging below.
- Share great photos by tagging #SeeAustralia so they could be promoted on Tourism Australia’s social media channels. Images selected were credited and tagged in any content used. Tips and tricks from Tourism Australia’s social media team can be found here.
- Subscribing to Tourism Australia’s weekly industry e-newsletter Essentials for updates on how to get involved.
- Downloading images and videos free of charge from Tourism Australia’s galleries.
- Sharing stories, product or experience with Tourism Australia to have it be considered for the Media Hosting Program by sending it to internationalmedia@tourism.australia.com or by connecting with your state or territory tourism organisation.
Example messaging
- You might think you know Australia already, but Australia has some of the world's most distinctive and diverse natural environments. ‘Be the First’ to experience our unique and iconic experiences.
- We are ready and waiting to welcome back all our Kiwi neighbours from across the ditch. ‘Be the First’ to stay/eat/travel with us.
- The diversity of places and experiences makes Australia the most unique destination on the planet, and it’s right on New Zealand’s doorstep. For a limited time only, Australia is open exclusively for Kiwis to come reconnect, relax, explore and have fun.
- Unforgettable wildlife encounters range from cuddling a koala in a wildlife sanctuary, to spotting wild dolphins and swimming with playful sea lions and giant whale sharks. Visit us to take part in this iconic experience.
