Page 47 - Adnews Magazine Sep-Oct 2020

September-October 2020 47
Your answer
Planning your next holiday comes with a lot of questions. Where do you go? Is it a place on your travel bucket list? Is it safe? Will it be relaxing? Whatever your holiday questions may be, we’re sure our endless landscapes, curious wildlife and ancient culture, will answer them. Because if you’re looking for a holiday that’s different in every sense,
the Northern Territory is the answer. northernterritory.com/theanswer
makeyourselfathome.com.au
It has been a year unlike any other for the travel industry. Tourism Australia’s domestic campaign message ‘Holiday here this year’ couldn’t be more appropriate so AdNews asked creatives which states and territories have really caught the attention of locals.
WORDS BY
PAIGE MURPHY
Barramundi Gorge (Maguk) Kakadu National Park
Holiday here this year
We’re a bit rusty at this, for now. Slightly tight b o o t s , a f o r g o t t e n t o r c h . W oD EnR BdY e r i n g w h y y o u r backpack smells vaguely like banana. And the next day there’ll be aches. Worth it.
MT MURCHISON W’GLASS BAY
Mount Murchison Regional Reserve
West Coast
to nature therapy.
KIERAN ANTILL
R/GA Australia executive creative director
“I’m flying overseas”: It’s a thing all Aussies say, but the rest of the world simply says, “I’m flying international”. Girt by sea, we are habitually trying to cross it rather than explore our own backyard. This is what domestic tourism is up against, but maybe, just maybe, things have changed?
Creative Review
NICOLE HETHERINGTON
Abel co-founder and creative partner
Average household incomes are down, but the need for travel is more important than ever for mental health. Domestic tourism offers a unique opportunity. Each of these spots highlight how lucky we are as a country to have so much to explore in our own backyard. It’s a real creative challenge crafting a piece of work that cuts through the clutter of cliched tourism ads, especially
when y
restrictions into account as well.
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JESSICA ROBERTS
VCCP associate creative director
Domestic travel campaigns that stand out to me are those that give a sense of the feeling of travel – freedom, escapism and discovery. I think that’s true more now than ever before.
A bucket-list of activities and locations might fall short of inspiring Aussies.
© West by North West