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Tourism Australia embarks on massive American marketing blitz


Tourism Australia is set to embark on its most comprehensive marketing push in the United States ever, using the screenings of Oprah’s Ultimate Australian Adventure to demonstrate why ‘There’s nothing like Australia’.


TA is set for the Oprah week in the US with a
massive new advertising camapign

Tourism Australia Managing Director, Andrew McEvoy, believes that the soon-to-be-broadcast Oprah shows, recently filmed in Australia, present the perfect platform to inspire Australians and overseas visitors alike to choose Australia for their next holiday.

“The Oprah screenings provide an unprecedented opportunity to showcase the best of our country to people in Australia and many of the other 145 countries where the show will be broadcast, especially the US where the show is watched by 40 million viewers alone,” he said.

“Working alongside our industry partners, we’re putting some outstanding deals into the market which we believe will help convert some of the excitement surrounding the airing of the shows into firm holiday bookings.”

In the United States, Tourism Australia and its industry partners are spending AUD$5 million on a variety of promotional activities, which will run during the traditional travel marketing season and coincide with this year’s G’Day USA:

– ‘The Great Aussie Sale’ – Tourism Australia has partnered with the American retail and online travel industry and State and Territory partners to offer more than 100 value-added vacation packages to Australia, including every State and Territory. Runs between 18 January and 13 February;

– One Week Walkabout – joint campaign with Qantas, targeting time poor west coast Americans with a special airfare and ‘walkabout’ pass, opening up a range of Australian destinations which can be visited in just a week;

– Targeting the US youth market by promoting the Australian working holiday visa for under 30 year olds and through social media;

– Participation at business events and seminars across the US to maximise the appeal of Australia as a meetings, conference and incentive destination.

Domestically, Tourism Australia is spending AU$D1.5 million on the Ultimate Aussie Holiday Sale, which will run throughout Australia between January 19 and February 27 and include TV advertising during each of the four special Oprah shows as well as radio, newspaper, online and outdoor ads.

Tourism Australia is also working on a range of targeted marketing activity in other key markets where The Oprah Winfrey Show is broadcast, including the UK, New Zealand and Canada.

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