Anyone doubting the impact of the media on tourism should check out these figures. After segments of the Ellen DeGeneres Show filmed in Australia were aired, arrivals in Sydney from the United States soared 22% above normal.
Ellen DeGeneres and her crew flew to Sydney, Australia, in March 2013, to film segments of the Ellen DeGeneres Show, which were broadcast on US television from April through June 2013.
Television commercials were broadcast during the show in the Los Angeles and New York television markets – the two largest television markets in the United States.
The results of the campaign to promote New South Wales (NSW) and Australian national flag carrier Qantas were fast and furious.
“The Qantas and Destination NSW campaign, Dance Your Way Down Under, increased inbound ticket sales from the USA to Sydney by 22% compared to normal levels,” says Minister for Tourism and Major Events, George Souris, who added that it was “a great return on investment in promoting our state to North American audiences.”
The campaign resulted in more than 62 million hits on the Australian airline’s websites. There were also nearly 220,000 total sales leads for business and services throughout New South Wales.
“Visitors from the United States who booked their travel with the Qantas via the Dance Your Way Down Under campaign plan to stay 12 nights on average, enjoying the best that NSW has to offer and contributing to the NSW Visitor Economy,” George says.
Sandra Chipchase, Destination NSW CEO, is equally upbeat.
“This impressive return on investment for the Dance Your Way Down Under campaign is one of many great marketing, packaging, and public relations tools, developed jointly by Destination NSW and Qantas,” Sandra says.
“Destination NSW’s three year partnership with Qantas will ensure that NSW is promoted to audiences in our key international markets, delivering economic benefits to tourism operators, services, and the NSW economy.”