The Today Show will lead Nine’s long term effort to help bushfire affected communities across Australia with an unprecedented campaign utilising the company’s television, print, radio and online assets to drive Australians to support our regional towns.
Harnessing the power of Nine’s most loved and powerful brands – including the company’s television formats The Block, The Voice, Travel Guides and Getaway as well as the might of Nine News; Nine Publishing’s Good Food, Traveller, and the unparalleled quality journalism of The Age, The Sydney Morning Herald, Brisbane Times and the Australian Financial Review; and Nine Radio’s powerful national voice – the TODAY Show will launch the We Love Australia: Bushfire Recovery campaign to encourage Australians to visit and holiday in our bushfire affected towns.
Starting from Friday, February 7, TODAY will go on the road and broadcast from some of Australia’s most fire devastated areas with a simple message: these communities are open for business. Using Nine’s stable of brands, TODAY will help re-build towns and kick-start tourism.
The commitment comes after Nine confirmed a $10 million donation in advertising space in print, radio, television and digital over a sustained campaign to support businesses and communities re-build. Last week, Nine broadcast the Rally for Relief tennis which has helped raise $5 million.
Blockheads from The Block will assist in the construction of community dwellings that have been destroyed; Getaway presenters will highlight tourist attractions and how viewers can best explore these towns; the team from the Good Food supplement will show how to enjoy the globally-renowned foodie culture in our affected areas; The Voice artists and coaches will feature, and Nine talent will join Karl and Ally from Today, who will bring local stories to viewers.
We Love Australia: Bushfire Recovery will begin on Friday, February 7 from Kangaroo Island. Throughout February, Today will be visiting various fire ravaged areas around Australia. More locations and dates will be announced soon.
The outpouring of generosity from everyday Australians to financially help bushfire affected communities has been unprecedented. But what these towns and holiday destinations need now more than ever is for visitors, whether it be for a coffee in a café, a weekend getaway or a school holiday trip.
Nine’s Director of Television, Michael Healy, said: “Nine is committed to a long-term approach to help rebuild bushfire affected areas around Australia. Using the resources right across our broad spectrum of platforms, we stand together with regional communities to rebuild and revitalise. We encourage Australians to collectively wrap our arms around our regional towns and do all we can to support them.”
Nine’s Director of Morning Television, Steven Burling, said: “Australians have dug deep and given an incredible amount of money. But this national disaster will take more than donations to fix. What these towns need more than ever is our time and attention. Australians need to visit and spend time in these communities. They are open for business and we are proud to help support the towns and regions affected by bushfires.”