14 October 2010

Tourism Australia partners with YouTube in new digital marketing campaign

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Tourism Australia is partnering with YouTube to bring the second YouTube Symphony Orchestra, to Australia in 2011.

ETA Visa

A new digital marketing campaign aims to highlight Australia as a tourism destination in a new and exciting way.

Tourism Australia Managing Director, Andrew McEvoy said Tourism Australia was delighted to be supporting YouTube in this exciting initiative.
 
“Tourism Australia is leading the way in digital marketing to promote Australia around the world as a travel destination and this partnership is a perfect fit with our activities,” Mr McEvoy said.

Mr McEvoy said the partnership with YouTube offers an opportunity to further expand Tourism Australia’s presence online to demonstrate why there’s nothing like Australia in a very engaging and innovative way.

“It is a chance to also broaden people’s knowledge about the depth of experiences available to travellers particularly around Australia’s music, arts and culture,” he said.

To travel to Australia, unless you have an Australian or New Zealand passport, you must have an Australian Travel Visa. The most popular of these is the ETA Visa, which is a travel authority that is almost instantly approved online and electronically attached to your passport, removing the need for further paperwork or stamps.

The first YouTube Symphony Orchestra event in 2009 saw 90 musicians from 30 countries play a sold-out performance at Carnegie Hall in New York, as well as attracting 25 million views from 226 countries to the Symphony channel.
 
YouTube Symphony Orchestra 2011 includes online auditions open to musicians around the world from 13 October to 28 November 2010. An expert panel from leading orchestras will select the semi finalists from all the entries for the YouTube community to cast their vote from 10 to 17 December 2010 before announcing the musicians who are selected from this semi finalist group on 11 January 2011.
 
The musicians selected for the YouTube Symphony Orchestra 2011 will be invited to a week of rehearsals and master classes at an orchestra and summit at Sydney Opera House on 20 March 2011, culminating in a performance conducted by Grammy Award-winning conductor Michael Tilson Thomas. The performance will also be streamed live globally.


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