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Major media promotion launches in the USA

16 December 2015

Tourism Australia has launched a major partnership with Time Inc. Affluent Media Group in the USA to drive bookings among affluent travellers, premium American Express card members and leading premium travel professionals.

‘Magical Australia’ will run in January in the Group’s ‘Travel + Leisure’ and ‘Food & Wine’ publications while ‘Departures’ will feature ‘Luxury Lives in Australia’ exclusively to American Express Platinum Card and Centurion members.

Ten itineraries are featured in each publication with a dedicated American Express toll-free number for booking through to December 2016.

Itineraries will also be supported with travel trade education and promotion to AMEX agents. Advertising launched this month and runs until the end of May. 

A ‘Travel Luxury Conference’ will also be developed with Travel + Leisure’s Travel Advisory Board and Departures’ Luxury Travel Council, along with Tourism Australia executives and Australian state tourism boards. The conference will be held alongside the Australia Tourism Summit in February 2016.

The United States of America is Australia’s fourth largest inbound tourism market, with a record 590,000 American visitor arrivals in the last 12 months (Source: Australian Bureau of Statistics, YE October 2015).

Find out more about the inbound USA visitor market.