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News September 17, 2021

The Wiggles join Tourism Australia’s Holiday Here This Year campaign

Senior Journalist, B2B
The Wiggles join Tourism Australia’s Holiday Here This Year campaign

Children’s entertainment megastars The Wiggles have jumped on board Tourism Australia’s ‘Holiday Here This Year’ campaign.

The domestic tourism campaign was first conceived when Australia was recovering from its devastating bushfires over the summer of 2019/2020, however has been extended as regions across the country also suffer blow after blow due to COVID-19 lockdowns.

As part of the partnership, The Wiggles have released a new illustrated children’s book The Great Australian Wiggly Road Trip! which follows the group as they travel across each state and territory, spotting Aussie animals in some of the country’s most iconic destinations.

Tourism Australia has also launched a dedicated hub to help parents plan and book their next kid-friendly Australian holiday.

The Wiggles will also release a song as part of the deal, and Tourism Australia will be an official partner of the band’s national tour next year.

Blue Wiggle and original band member Anthony Field said The Wiggles were so excited to be partnering with Tourism Australia during what is a “monumental year” for the band.

“There has never been a more important time to explore Australia than now and who better to do it with than Tourism Australia. We are so excited to share some of the great locations that Australia offers! There’s so much to see and do right here in our own backyard,” he said.

Tourism Australia, managing director, Phillipa Harrison, said The Wiggles would be able to inspire families with young children to plan and book their next domestic holiday.

“We know how precious holidays with young children can be and hope our partnership with The Wiggles leads to family holidays that become lifelong memories,” she said.

“The Wiggles are now into their 30th year and they are universally loved by generations which is why we are also welcoming them into Tourism Australia’s Friends of Australia program, for all the work they have done, and will continue to do, to promote Australia to the world.”

Tourism Australia’s chief marketing officer, Susan Coghill, added that The Wiggles are “Aussie icons”.

“They have entertained generations of children the world over, and are one of the few entertainment groups that have cross generational appeal. Their reach into the hearts of people all over the world is undeniable. The partnership presented the perfect opportunity to hone in The Wiggles mass following, and remind them of all the amazing family-friendly travel experiences that can be had in Australia.”

This year, the year of the band’s 30th anniversary, The Wiggles signed their first exclusive global publishing deal with Universal Music Publishing Group (UMPG), and extended their licensing deal with ABC Commercial.

They also welcomed four new culturally diverse band members, and appeared in an Uber Eats campaign alongside Simon Cowell.

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