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New campaigns entice Americans and Canadians to fly Down Under

17 February 2016

Tourism Australia has this week kicked off two major campaigns with key airline partners in the USA and Canada to promote travel to Australia.

Commencing on 16 February and running through March, a new integrated partnership campaign with Virgin Australia featuring aquatic and coastal assets from Tourism Australia’s latest iteration of its ‘There’s Nothing Like Australia’ campaign will run across digital, social media and print advertising channels in the USA.

In addition, Tourism Australia and Tourism and Events Queensland have partnered with Air Canada to support and promote the airline’s new year-round, non-stop service between Vancouver and Brisbane, which will commence on 1 June.

The digital campaign with Air Canada runs from 17 to 29 February, with a second phase scheduled for April.

Virgin Australia campaign

Tourism Australia’s latest partnership campaign with Virgin Australia will feature across digital and social media channels including The New York Times, Yahoo!, Facebook, Instagram and YouTube, as well as multiple advertising networks, followed by a broadcast integration in May promoting Virgin Australia’s new 777 configuration.

The campaign follows the success of last September’s promotion which saw a spike of more than 28 per cent in Virgin Australia bookings.

Air Canada campaign

Air Canada’s inaugural Vancouver – Brisbane flight is planned to commence on 1 June 2016 and is scheduled to operate three times a week, moving to daily flights from 17 June.

The soft launch digital campaign (also available in French), using Tourism Australia’s new ‘There’s Nothing Like Australia’ aquatic and coastal creative assets, will include Yahoo Native, The Weather Network and aquatic and coastal video via Facebook promoted posts.

Air Canada is also working to showcase Tourism Australia’s ‘There’s Nothing Like Australia’ aquatic and coastal film on in-flight entertainment channels from April.