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Australia makes a splash in the USA and Canada

3 February 2016

Tourism Australia has launched a major campaign in the USA and Canada to promote Australia’s aquatic and coastal offering, featuring the new coastal and aquatic campaign which launched in New York on Australia Day.

The campaign includes the new television ad which will run for three weeks in cinemas as well as a digital video running in the USA and Canada with more than 22 million planned impressions.

Digital media includes TripAdvisor, Yahoo, YouTube, Facebook and AOL. In addition, Tourism Australia will capitalise on the editorial accolade of earning Condé Nast Traveler's ‘Destination of the Year’ by partnering with the leading travel publication with a print and digital promotion.

To drive bookings, Tourism Australia has partnered with media and airline partners in the USA to promote coastal content, itineraries and special offers. Afar Journeys has curated 10 trips via its Travel Advisory Council, Aussie Specialists and distribution partners. While Time Inc. Affluent Media Group created a ‘Magical Australia’ series featured in January’s Travel + Leisure and Food + Wine publications, and a ‘Luxury Lives in Australia’ promotion featured exclusively to American Express Platinum Card and Centurion members in Departures magazine.

PR blitz with Chris Hemsworth

A week-long blitz of PR in the USA and Canada, aligned to the coastal and aquatic campaign global launch in New York, with Tourism Australia’s new ambassador Chris Hemsworth has resulted in 1 billion impressions worth US$9.5 million. Eighty-five top media from the New York Times, Yahoo and National Geographic enjoyed the launch event with major stories appearing in Access HollywoodMashable (reaching 16 million viewers) Yahoo! TV (reaching 10 million viewers) and The New York Times (reaching 96 million viewers).

Launch event activities and media coverage

  • On Australia Day, the morning started with a #travelskills chat from USA-based travel influencers Johnny Jet and Chris McGinnis discussing their coastal and aquatic favourites and travel advice with a reach of 5.1 million and 67.8 million respectively.
  • Tourism Australia Managing Director, John O’Sullivan, was interviewed in-studio by Fox News Edge and Bloomberg Radio Interview while Tourism Australia and State Tourism Organisation representatives joined together to share news at the Condé Nast building, meeting editors from Condé Nast Traveler, Bon Appetit, Brides, SELF and Epicurious. The flat-whites and new Virtual Reality content were a huge hit with editors and Condé Nast executives.
  • Condé Nast Traveler ran a story on Chris Hemsworth's and Curtis Stone’s coastal favourites and Travel + Leisure also covered the event.

Read more about the coastal and aquatic campaign launch event and view the new television ad.