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Australia to attract UK holiday market with Daybreak Down Under
[Tue 08/11/2011 11:09:50]
One of the UK's highest rating breakfast television programs, Daybreak, has arrived in Australia with 100 of the show's viewers to begin their Australian adventure, which will see their holiday experiences broadcast back to an average daily figure of 800,000 viewers from 7 November.
In a bid to attract the UK holiday market, Tourism Australia's current undertaking has 100 viewers from UK's popular T V show experiencing a quintessential Aussie adventure as a part of the Daybreak Down Under promotion
As part of the Daybreak Down Under promotion, supported by Tourism Australia, the winners will be filmed participating in a range of unique Australian experiences as well as participating in a number of live broadcasts back to the UK with program host Kate Garraway.
The 50 lucky viewers and their companions were chosen following a week long competition where they had to select one of five Australian holiday options they would like to experience and invited to leave a message online for Tourism Australia and the Daybreak team saying why they think there would be nothing like getting a place on the Daybreak Down Under Aussie Adventure.
Following their arrival in Sydney the audience will participate in a BridgeClimb adventure followed by a harbour-side lunch, before splitting into five groups and travelling to Melbourne and the Great Ocean Road; Adelaide and Kangaroo Island; Brisbane, Hamilton and Hayman Islands in Queensland; Perth, Margaret River and Fremantle in Western Australia. One group will also remain in New South Wales to explore Sydney and the Blue Mountains.
The winners' experiences will be a key feature of the broadcasts as they will be filmed participating in a range of unique Australian experiences during their stay, helping to endorse Australia's appeal as a desirable holiday destination.
Tourism Australia Managing Director Andrew McEvoy said Daybreak Down Under will help to inspire UK viewers to find out more about taking a holiday in Australia.
"Daybreak has a huge audience reach and we're delighted that the team will be travelling to Australia and filming their viewers enjoying incredible experiences in iconic locations across our country," said McEvoy.
"We know from our customer research that our target audience are tuned in to TV programs on holiday destinations and are influenced by editorial coverage in terms of places they visit.
"Daybreak Down Under will create a TV event in the UK that will perfectly showcase why There's nothing like Australia to potential visitors - particularly those who already have friends and relatives in Australia.
"Many Brits are interested in visiting Australia, but many consider it too far, or too hard to organise. For many, it's a dream that seems just out of reach. This is a chance for us to show a broad cross section of the UK what a unique holiday destination Australia can be.
"We want British holidaymakers to put Australia back on that shopping list of must-experience destinations, and to make it their next long haul holiday," said McEvoy.
Tourism Australia has partnered with Qantas, Destination New South Wales, Tourism Victoria, Tourism Queensland, South Australian Tourism Commission and Tourism Western Australia to provide the winners' prize-winning experiences.
"With our world renowned beaches and national parks, restaurants, nightlife, architecture, inspiring cultural scene and vast array of vibrant events, it's the perfect introduction to Australia for Daybreak Down Under," said Sandra Chipchase, Chief Executive Officer of Destination NSW.
"The UK travel market is very important to New South Wales, delivering more than 349,000 visitors per year who stay 6,700,000 nights and spend $593,000 million," said Chipchase.
To support the promotion in the UK, Tourism Australia in partnership with Qantas will be running the Great Aussie sale to make sure that anyone who was inspired by Daybreak Down Under can book their own trip simply and quickly and have access to a range of great deals.
The UK remains an important source of visitors to Australia and is the second largest market for visitor spend, worth $3 billion in 2010/11. As a critical market to delivering the targets for Australian tourism growth, outlined in the 2020 Tourism Industry Potential, the UK has the potential to deliver $6.7 billion in overnight expenditure by 2020.
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