"Particularly from the UK our booking period is often 12 to 18 months forward so we have to keep looking forward,"Cope said.
"With our lead time,and when I say lead time I mean from when people see this campaign,to the inspiring people,the planning process to when they eventually book and travel,so for the first six months we'll be able to talk about the reach and how many people have seen it and hopefully it's made people feel good and they've been inspired."
On Friday,Tourism Australia issued a statement saying most tourism areas and operators remained unaffected by the fires.
"Our sympathies go out to the families and communities who are impacted by the fires,and our gratitude grows stronger by the day for the front line services facing the fires head on,"said Managing Director Phillipa Harrison.
"Whilst bushfires continue to impact parts of Australia,many areas are unaffected and most tourism businesses are still open.
"It is more important than ever that we rally around our communities and the tourism sector who may have been impacted.
"We would encourage all travellers coming to Australia to seek the most up to date information prior to departure,and remain informed about changing conditions whilst on the ground."
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Earlier this week,Britain's Foreign Office updated itstravel advice for Australia warning of the bushfires.
"Authorities in some regions have declared a State of Emergency and ordered road closures and evacuations."
Poor air quality can occur some distance from the sites of the fires and provoke respiratory conditions,"the government's travel advice said.
TheMatesongcampaign follows a softening in bookings from the British attributed to their torrid few years of instability caused by Brexit.
Some 718,000 Britons travelled to Australia in the last 12 months,down 3 per cent on the previous year,reflecting an overall decline in outbound travel from the UK.