Campaign Destination

Be The First, Travel Bubble Campaign for New Zealanders by Tourism Australia

Tourism campaign that encourages Kiwis to 'be the first' to return to Australia

Debuted on April 8, 2021, “Be The First” is the latest tourism campaign that aimed to encourages Kiwis to be the first international travellers to return to Australia.

“Be The First” campaign comes after New Zealand’s Prime Minister Jacinda Ardern announced that a travel bubble between the nations would begin from 11.59pm on April 18, 2021. The New Zealands government’s decision brings New Zealand into line with Australia’s border settings, and means people can flow freely between the two countries for the first time since the onset of Covid-19.

New Zealanders are being invited to take advantage of exclusive travel access to Australia and enjoy all of the experiences and destinations that have long made Australia such a highly sought-after destination among international travellers.

With two-way, quarantine-free travel between the two countries to commence from Sunday April 18, 2021, “Be The First” is the first international campaign of Australia in more than a year to remind New Zealanders of all the incredible experiences that await them across the Tasman.

The new A$3 million “Be the First” tourism campaign is kicked off in New Zealand on April 08, 2021, and is scheduled to run until June 2021 across TV, out-of-home, online, print and radio, and will be supported by a range of PR and partner activities.

Be The First, Tourism Australia – 60s video commercial
Be The First, Tourism Australia – 30s video commercial

All marketing activity also will be amplified via partnerships with airlines, the State and Territory Tourism Organisations and key distribution partners who will provide tactical offers aimed at stimulating travel to Australia from New Zealand.

Australia has long been the most popular outbound travel destination for New Zealanders, who spent $2.6 billion on their travels in 2019. While the travel bubble won’t fill the void of all lost international business, it will provide an important boost to Australia’s tourism industry by helping to drive demand to some of those areas that need it most.

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