Leisure

In 2009 Tourism Australia, the national government agency responsible for international and domestic tourism, launched their No Leave, No Life marketing campaign (Tourism Australia, 2013a). Aimed at encouraging Australians to take more holidays, the campaign consisted of print, radio, online and television advertisements, a website, employer-delivered leave programmed and an associated television series (also entitled No Leave, No Life). In the context of the 2009 Global Financial Crisis, the most obvious objective of the campaign was to life the domestic tourism profile for Australia and thereby boost the tourism industry and local economy. A second objective, of relevance to this chapter, was to address the fact that Australians were stockpiling a substantial amount of annual leave, a situation that was deemed indicative of contemporary struggles to maintain work-life balance.