Australia targets US tourists following Oprah visit
Tourism Australia is about to embark on its most comprehensive marketing push in the United States ever, using the screenings of Oprah’s Ultimate Australian Adventure to demonstrate why There’s nothing like Australia.
Andrew McEvoy, Managing Director of Tourism Australia, believes that the soon-to-be-broadcast Oprah shows, recently filmed in Australia, present the perfect platform to inspire Australians and overseas visitors alike to choose Australia for their next holiday.
“The Oprah screenings provide an unprecedented opportunity to showcase the best of our country to people in Australia and many of the other 145 countries where the show will be broadcast, especially the US where the show is watched by 40 million viewers alone,” Mr McEvoy said.
“Working alongside our industry partners, we’re putting some outstanding deals into the market which we believe will help convert some of the excitement surrounding the airing of the shows into firm holiday bookings,” he said.
In the United States, Tourism Australia and its industry partners are spending AU$5 million on a variety of promotional activities, which will run during the traditional travel marketing season and coincide with this year’s G’Day USA: