Picturesque and unpopulated Australian tourism icons are at the forefront of a new campaign from Travel Associates, created by BCM.
The campaign has been created to drive business as domestic travel restrictions begin to open up, with the brand admitting tourism in Australia is “on its knees”.
BCM partner and MD, Phil McDonald, the agency is in it for the long-haul with clients, through the good and the bad.
“We knew that our media smarts and creativity could help our client start to recover from the devastating effects of this pandemic and the restrictions placed on them,” he said.
“Our idea was based on the fact that many beautiful travel destinations are lying almost empty, waiting for people to return. So to get Australia dreaming about where they could escape to, we partnered with leading Australian photographers and directors, to utilise their unused destination shots and footage from their library.” McDonald said.
“Work that would otherwise go unused during this climate. We also had an incredible response from the outdoor networks and print publications to get this gallery style campaign out into the world.”
Photographers Israel Rivera, Tristan Houghton, Alex Buckingham and Emma Russell provided images from their libraries to the campaign.
General manager of brand and marketing at Travel Associates, Anna Burgdorf, added: “We absolutely loved this concept from BCM. The Australian tourism industry is on its knees, and this campaign gave us a way to support domestic travel by showcasing our extraordinary landscape and all it offers, through the lens of several great creative photographers.
“We wanted to access a typical travel and landscape photography that really makes the viewer look twice, because the real beauty of Australia is often overlooked in favour of international destinations but right now we have our own country exclusively to ourselves and that is indeed a rare opportunity.”
The advertisements will appear in print titles and social media targeting high-end travellers. The campaign launches this week.