10 January 2011

Tourism Australia piggybacks new US campaign on Oprah’s visit

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Tourism Australia hopes to further capitalise on the Australian visit by talk show host Oprah Winfrey with a $5 million marketing push into the US.

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A new tourism campaign will focus on attracting American tourists to Australia.

The recently announced tourism strategy in the United States will include promotions for value-added holiday packages and a tourism "walkabout" campaign with Qantas targeting time-poor Americans.

All visitors to Australia, unless they have an Australian or New Zealand passport, must have an Australian Travel Visa. Americans are able to travel to Australia using the quick ETA Visa system, which is an online travel authority program that allows the holder to enter Australia for tourism purposes for up to three months. Once approved, the ETA is electronically attached to a passport removing the need for further paperwork.

US youth will also be targeted with a promotion highlighting the Australian Work and Holiday Visa that is available to young Americans.

Some $US1.5 million ($A1.51 million) will also be spent on an "ultimate Aussie holiday sale" to be advertised during each of the four special Oprah shows, as well as in other media.

Other marketing activities will be done on in countries where The Oprah Winfrey Show is broadcast, including Britain, New Zealand and Canada.

The managing director of Tourism Australia, Andrew McEvoy, said Tourism Australia and its partners were putting out 'outstanding deals' to convert excitement over Oprah's visit into firm holiday bookings.

"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.  

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