HOLIDAY HERE THIS YEAR CAMPAIGN TOOLKIT

October 2020

The purpose of this toolkit update is to provide you – our industry partners – with everything you need to benefit from Tourism Australia’s latest refresh to our

ongoing domestic campaign, Holiday Here This Year.

CONTENTSCAMPAIGN OVERVIEW 02What is Holiday Here This Year all about? 03

Why we need your ongoing support 04

TOOLKIT ASSETS OVERVIEW 05Campaign Logos: Primary 07

Campaign Logos: Secondary 08

Campaign Logos: Colourways 09

Campaign Logos: Usage 10

Messaging: Guidelines & Example Copy 12

HOW TO GET INVOLVED 13Hashtag and Social Media Posts 14

Giphy Stickers 15

TOURISM AUSTRALIA HOLIDAY HERE THIS YEAR CAMPAIGN TOOLKIT OCTOBER 2020 01

Tourism Australia

CAMPAIGN OVERVIEW1. What is it all about?

2. Why we need your ongoing support.

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WHAT IS IT ALL ABOUT?

Holiday Here This Year is Tourism Australia’s ongoing initiative to encourage Aussies to travel domestically.

The bushfire crisis made for a tough start to 2020 with so many communities directly and indirectly affected, and the knock-on effects for tourism around the country. And things have only become more challenging and complicated by COVID-19.

As the challenges continue, Holiday Here This Year remains our unified platform, galvanising the tourism industry and everyday Aussies with an immediate and urgent call to action to get out there and rediscover their own backyard.

Our message is designed to adapt to an ever-changing landscape of travel possibilities.

As part of our campaign activity, we’ve updated some of our visual approach with Holiday Here This Year, which can be leveraged by you, our tourism industry.

TOURISM AUSTRALIA HOLIDAY HERE THIS YEAR CAMPAIGN TOOLKIT OCTOBER 2020 03

Campaign Overview

WHY WE NEED YOUR ONGOING SUPPORT.

When we launched Holiday Here This Year in January 2020, as a unifying industry platform to support the tourism industry during and post the bushfire crisis, we saw incredible uptake of this message across the industry.

Whilst the year has not unfolded as expected and our challenges have changed, our goal remains the same; a joint message to rally Australians to Holiday Here This Year. Every instance where Holiday Here This Year is used, counts towards the rally cry we need all Australians to hear.

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Campaign Overview

TOURISM AUSTRALIA HOLIDAY HERE THIS YEAR CAMPAIGN TOOLKIT OCTOBER 2020

HOLIDAY HERE THIS YEARTOOLKIT ASSETS We have refreshed our key assets for use in promotional activity, and provided new messaging guidelines. This includes:

1. Campaign Logos:

– Primary Logos

– Secondary Logos

– Secondary Colour Usage

– Usage

2. Messaging:

– Guidelines & Example Copy

TOURISM AUSTRALIA HOLIDAY HERE THIS YEAR CAMPAIGN TOOLKIT OCTOBER 2020 05

CAMPAIGN LOGOS

Toolkit Assets

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The ‘Holiday Here This Year’ logo has been updated and simplified.

The logos shown in this document should replace the previous version.

The white primary campaign logo is the preferred colourway and should be used across all relevant materials, except when the background colour or imagery detail makes it hard to read.

You can use the logo over photography or coloured backgrounds — so long as it’s legible. It should never feature on plain white or very light coloured backgrounds. In those instances, partners may use one of the secondary variations on the next page or the mono (black) version referenced below.

We invite you to use this logo with any marketing materials that makes sense for your business. This might include things like: stickers, badges, posters, advertising, email marketing and local press ads.

DOWNLOAD WHITE PRIMARY LOGOS HERE

Use of the primary white campaign logo is preferred. In instances where a mono (black) logo is required, these can be downloaded below.

DOWNLOAD MONO (BLACK) LOGOS HERE

PR IMARY: H O R IZO N TAL LO GO

PR IMARY: SPL I T LO GO PR IMARY: S TACK LO GO

CAMPAIGN LOGOS:PRIMARY

TOURISM AUSTRALIA HOLIDAY HERE THIS YEAR CAMPAIGN TOOLKIT OCTOBER 2020 07

Toolkit Assets

The secondary Holiday Here This Year campaign logos are provided for the exclusive use of our Industry and partners when the primary (white) version is not suitable due to legibility, such as on a light background.

DOWNLOAD BLUE HERE

DOWNLOAD GREEN HERE

DOWNLOAD DEEP ORANGE HERE

DOWNLOAD DEEP PURPLE HERE

BLUE : S TACK LO GOCAMPAIGN LOGOS:SECONDARY

BLUE : H O R IZO N TAL LO GO

GREEN : S TACK LO GOGREEN : H O R IZO N TAL LO GO

D EEP O R AN GE : S TACK LO GOD EEP O R AN GE : H O R IZO N TAL LO GO

D EEP PURPL E : S TACK LO GOD EEP PURPL E : H O R IZO N TAL LO GO

TOURISM AUSTRALIA HOLIDAY HERE THIS YEAR CAMPAIGN TOOLKIT OCTOBER 2020 08

Toolkit Assets

CO MPL EMEN TARY IMAGE S

The secondary logos are available in four colourways, chosen to represent the breadth and range of colours found across Australian culture, landscape and experiences. Industry and Partners are encouraged to choose a colour that best complement their imagery or execution.

CAMPAIGN LOGOS: SECONDARY COLOUR USAGE

CO N T R A S T IN G IMAGE S

The blue logo should be used over imagery that predominantly features blue or aqua tones, or on imagery that creates a complimentary contrast to the logo colour. Examples of complementary images include: Beach and sky photographs. Examples of contrasting images include: Outback photographs.

The green logo should be used over imagery that predominantly features green tones, or on imagery that creates a complimentary contrast to the logo colour. Examples of complementary images include: Rainforest and bush photographs. Examples of contrasting images include: Food and wine photographs.

The deep purple logo should be used over imagery that predominantly features purple or red tones, or on imagery that creates a complimentary contrast to the logo colour. Examples of complementary images include: Food and wine photographs. Examples of contrasting images include: Rainforest and bush photographs.

The deep orange logo should be used over imagery that predominantly features orange tones, or on imagery that creates a complimentary contrast to the logo colour. Examples of complementary images include: Outback photographs. Examples of contrasting images include: Beach and sky photographs.

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Toolkit Assets

Do not alter the master logo artwork in any way. Never stretch, recolour, change the typeface or alter the outline in any way.

Logo Usage

Primary: The white logo may feature over block coloured backgrounds or photography, so long as the logo remains completely legible.

Secondary: Use when the preferred primary logo is not legible, due to a lack of contrast against background colour or imagery detail.

Mono (Black): For use only when co-branded creative requires a mono logo, e.g. due to printing limitations.

Logo File Types

– For print executions, use CMYK tiff files.– For social, use RGB png files.– For digital components which require

a bigger file size, we recommend using RGB tiffs.

All file types mentioned above are available in the download links on pages 07 and 08.

Use the primary logos wherever legibility allows, i.e. press ads, end frames, social posts,

OOH and on partner branded content

WHAT TO D O

WHAT N OT TO D O

Do not crop Do not skew or distort

Do not add drop shadows

Do not alter or change the primary logo colour

Do not alter or change the secondary logo colour

Do not alter or change the typography

Do not alter the placement or size of any elements or use them in isolation

CAMPAIGN LOGOS: USAGE

Use the secondary logos when there is a lack of contrast/legibility against

background colour or imagery detail

Use the mono (black) logos only when co-branded creative requires a mono logo e.g. for reproduction purposes

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Toolkit Assets

Toolkit Assets

MESSAGING GUIDELINES

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MESSAGING: GUIDELINES & EXAMPLE COPYGuidelines

Clear minded: Copy should always be grounded in what we want people to do – Holiday Here This Year, keep that front of mind.

Optimistic: Messaging should be developed with an optimistic outlook, to inspire Australians to be part of this movement and ultimately drive domestic tourism.

Tell your story: Consider what makes your destination, experience or offering special and unique, and be authentic in telling that story.

Example Copy

Social post copy examples, to let your followers know about the initiative:

Example 1

#HolidayHereThisYear and enjoy our <insert unique characteristic 1> and <insert unique characteristic 2> while supporting all the incredible people who call this place home.

Example 2

Pack a bag, because your support would mean the world to all the incredible people who call this place home. #HolidayHereThisYear

Example 3

We are open for business and looking forward to welcoming visitors for a #HolidayHereThisYear. We’ve made a few changes to the way we do things to ensure our guests stay safe, find out more here <include a link to business’s COVIDSafety information>.

#HolidayHereThisYear and enjoy our <insert unique characteristic 1> and <insert unique characteristic 2> while supporting all the incredible people who call this place home.

Pack a bag, because your support would mean the world to all the incredible people who call this place home. #HolidayHereThisYear

We are open for business and looking forward to welcoming visitors for a #HolidayHereThisYear. We’ve made a few changes to the way we do things to ensure our guests stay safe, find out more here <include a link to business’s COVIDSafety information>.

Business NameBusiness NameBusiness Name

CO PY E X AMPL E 1 CO PY E X AMPL E 2 CO PY E X AMPL E 3

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Toolkit Assets

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HOW TO GET INVOLVEDThe Holiday Here This Year campaign can thrive on social media. On the next pages you’ll find guidelines for hashtags, social media posts and Giphy stickers.

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HASHTAG AND SOCIAL MEDIA POSTS– When posting about the initiative, use

the #HolidayHereThisYear hashtag in your copy. This will help Tourism Australia to see your content, to consider for re-sharing.

– When posting an image, use the Holiday Here This Year logo on your images and videos like a sticker. (Make sure you own the image or video, or have the permission from the photographer to add a logo on their work).

– Remind your followers that you’re open for business, and showcase what makes your destination or offering special.

– Encourage those who visit to share their experience by tagging you and using #HolidayHereThisYear. It’s key that visitors promote the operator not just the hashtag.

– The best way to appeal to Australians as domestic travellers is to really draw out what makes your offering unique and exciting by providing as much detail as possible. We want to inspire Australians to re-discover old favourites or go somewhere totally new! And not only do we want them to visit, but we want them to really experience that destination through all the incredible experiences on offer.

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How to get involved

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Hol iday Here Th is Year

GIPHY STICKERS

A GIPHY sticker is an animated GIF that overlays an image or video on social. We’ve created five versions of this that you can ‘stick’ on your Instagram and Facebook Stories. Industry and Partners can encourage visitors to use the GIPHY as well as the Hashtag on social media.

How to use:

1. Click on ‘add to story’ on Instagram or Facebook.

2. Select your image or video content.

3. Click on the ‘GIF sticker’ feature and type ‘Holiday Here This Year’ in the search bar.

4. Tap on the sticker you like.

5. Move the sticker around your image or video until you’re happy with it.

6. On Instagram stories add #HolidayHereThisYear

7. Post it to your Story.

TOURISM AUSTRALIA HOLIDAY HERE THIS YEAR CAMPAIGN TOOLKIT OCTOBER 2020

How to get involved

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We look forward to working with you to spread the message that this year, more than any other, we need Australians to Holiday Here This Year.

THANKYOUOctober 2020