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Tourism Australia will be transporting the country’s incredible tourism offerings into the living rooms of hundreds of thousands of Australians with a curated live program of virtual travel experiences to inspire them to dream about their next Australian holiday.
The program will highlight the best that Australia has to offer, from our unique culture to our stunning natural beauty, world class food and drink and exceptional wildlife.
Live From Aus is set to kick off on Friday 15 May with a special one-hour broadcast at 7:30pm 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.
For the entire weekend of May 16 and 17, Tourism Australia will be going live with exclusive new travel experiences, broadcasting on the hour, every hour, to a potential audience of more than 13 million from across Australia and around the world.
From a dance party with The Wiggles and iconic workouts in Byron Bay, to close crocodile encounters with the Outback Wrangler Matt Wright, pro golfing lessons and a dinner party with Matt Moran and friends, the program of live events kicks off from 7AM AEST on Saturday 16 May 2020.
An ongoing streaming program from 18 May will reconnect Australians with our country’s unique wildlife, landscapes, food and wine, Indigenous, arts and cultural experiences through Tourism Australia’s digital and social media channels.
Tourism Australia Managing Director Phillipa Harrison said the broadcast and digital activation would help to further bring to life Tourism Australia’s With Love From Aus campaign, which has been rolling out across its social channels over the last month.
“Even though demand for travel is currently on hold and the timing of the recovery is still uncertain, it’s important that we don’t go quiet as a destination. While people can't travel right now, they can certainly dream and plan for those holidays to come,” Ms Harrison said.
“The brands that continue to engage with their audiences in a crisis are the ones that tend to recover the fastest. Our marketing job right now is about keeping Australia front of mind for 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.
“The With Love From Aus campaign is about providing a platform for our industry operators, tourism products and experiences to continue to connect with travel lovers and give them the ideas and inspiration to explore our incredible country when borders reopen, and people can travel again.”
The Live From Aus program 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, Australian wildlife encounters, and a live music program presented by Sounds Australia.
Tourism Minister Simon Birmingham said that restarting the tourism industry once restrictions were eased would be crucial to Australia’s overall economic recovery from the COVID-19 crisis.
“The international border controls and restrictions that have helped to keep Australians safe are sadly inflicting enormous pain on tourism businesses all over Australia. Australians may not be able to travel across our wide brown land at present, but those who can should definitely be dreaming and planning to tick off some bucket list items when it’s safe do so. Those able to take breaks once restrictions are eased should do so knowing they can enjoy the time of their lives while also helping to save the businesses or jobs of fellow Australians. COVID-19 may have taken some of the fun out of life right now, but soon Aussies will be able to experience the sumptuous food and wine, thrilling adventures, rich culture and beautiful nature that usually make us such a favourite destination with international visitors,” Minister Birmingham said.
Tourism Australia’s Chief Marketing Officer, Susan Coghill said the campaign was all about bringing a little bit of Australia to people while they’re spending time at home.
“The Australian optimism is boundless and is just what the world needs right now. We will be collaborating with some of the country’s most inspiring creators, industry operators and advocates to bring the Aussie spirit into the living rooms of people around the country and the world, to get them dreaming and planning their Australian holiday,” Ms Coghill said.
“Viewing of live content across digital and social media globally has nearly tripled in the past month, while television viewership in Australia has climbed 11 per cent on last year due to people being in isolation. With Love From Aus aims to make the most of this opportunity and playing into consumers’ desire for positive content by filling their feeds with spectacular content from around Australia.”
Network 10’s head of programming Daniel Monaghan said: “I’m delighted Tourism Australia has chosen 10 as the place to launch Live From Aus ‘The Love Australia Project’ will take us for a ride through our own backyard and reconnect Aussies with the beauty that awaits us after lockdown.
“As we watch the world battle COVID 19, never has the phrase “there’s no place I’d rather be” rung more true for Australians. So while the international borders remain closed, let’s celebrate the island we live on, it truly is a fantastic place.”