The goal of Global Programs is to work with major international channels that are aimed at gaining deep access to the Experience Seeker market. Two channels have been identified as meeting this goal – National Geographic and Discovery Channel.

Tourism Australia has entered into a strategic three year partnership with National Geographic and Discovery Networks to be the two primary international conduits to deliver Australian destination messages globally.

This initiative aims to consolidate a small segment of media investment into single global packages with two of the world’s most respected media brands. The consolidation is designed to provide Tourism Australia with better leverage through various communications tools and channels in order to influence potential visitors to move from increased preference to actual intention and visitation.

Global Programs enables Tourism Australia to negotiate and leverage world-wide editorial, publicity and sponsorship and advertising deals with both media brands. The editorial and publicity deals are designed to add millions of dollars of additional value to Tourism Australia’s advertising spend.

Global Programs is a smart and unique marketing program designed to make Australia stand out from other countries and to increase the intention of people overseas to visit our shores. It goes beyond promoting our famous icons to opening the world’s eyes to Australia’s lifestyle, people and culture.

Discovery Channel 

National Geographic

Global Programs brochure