Australia: American Travellers Targeted During Oscars

Airlines and Aviation

Tourism Australia and Virgin Australia spend A$4 million on a multimedia advertising campaign during the Oscars in a bid to draw more US travellers to the country.

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Virgin Australia plane flying over Sydney Australia. Photo Credit: Tourism Australia .


Virgin Australia and Tourism Australia are targeting American tourists with a A$4 million joint marketing campaign, which began on 10 February 2015 and will run until 25 March 2015.

The multimedia campaign combines Tourism Australia's 'There's Nothing Like Australia' destination imagery alongside a Virgin Australia call to action, 'There's No Better Way to Get There'.

Footage from Restaurant Australia featuring Australian dining experiences is included in the marketing campaign.

Here are some highlights  …

  • Television commercials will be aired during the Oscars pre-show and during Oscars coverage on Good Morning America on 22 February 2015;
  • Customised content will be published in Huffington Post and the Los Angeles Times websites;
  • There will be takeovers on Yahoo!, USA Today, and the Wall Street Journal.

“This is an emotive campaign highlighting Australia's best food and wine experiences and our outstanding level of service," says Virgin Australia Chief Customer Officer, Mark Hassell.

"We hope to 'wow' discerning American viewers with the breadth and depth of experiences Australia has to offer, beginning with the award winning product and service our airline provides."

Tourism Australia Managing Director John O'Sullivan is equally upbeat.

“Restaurant Australia has created a great platform for us, particularly within the US, and allows us now to really put our focus on conversion opportunities,” John says.

“The journey is such an important part of the overall experience and we are really pleased to be partnering with an airline of the quality of Virgin Australia, whose commitment to world-class customer service is so high."

Important Market

The United States is an important market for both Virgin Australia and Tourism Australia. The airline operates 28 weekly flights to and from Los Angeles International Airport (LAX) and Australia's East Coast.

The airline operates as many as 42 flights additional flights per week as part of its alliance with Delta Air Lines of the United States.

The United States is Australia's 4th largest international tourism market, with 537,600 US arrivals during the year ending September 2014, up 10.8% .

Overnight visitors from the United States spend approximately A$2.7 billion per year. This figure could grow to A$5.5 billion by 2020.

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