It began with Oprah and 302 Ultimate Viewers embarking on an unforgettable journey to the land down under, Australia.
Tourism Australia who made the ‘Ultimate Australian Adventure’ possible has now seen the trip broadcast to more than 10 million viewers. The $4 million price tag for hosting the American talk show host was aimed at increasing tourism for Australia.
According to The Sunday Telegraph, Sydney.com had a 33 per cent spike in visits just days after the screening of the Oprah shows. This comes on top of Qantas Vacations in the US experiencing a 250 per cent increase in site visits, a 25 per cent increase in phone calls, and a 30-40 per cent increase in quote requests.
Next on the agenda, 10 huge electronic billboards are to be installed across Los Angeles to promote tourism in NSW. It is expected that the billboards will flash 1300 images each day, featuring some of the State’s most famous scenes. Who could forget after all the giant O on the Sydney Harbour Bridge during Oprah’s visit.
The LA campaign is just one of a series of campaigns expected to be rolled out by Tourism NSW across the globe in the coming months. Others include a $230,000 ‘Best of Australia’ print, billboard and online promotion in Germany and another $167,800 ‘Best of Australia’ online campaign in France aimed at young people and honeymooners.
The true test we think will come when results are in, showing just how many enquiries result in the actually booking and paying for a trip down under.
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