Timed to coincide with the US Super Bowl – said to be the most-watched television broadcast in the US each year – Tourism Australia launched its new $36 million marketing campaign in a bid to lure more American tourists to our shores.
A number of prominent Australians from Hollywood are featured in the ad, including current Oscar-nominee Margot Robbie, brothers Chris and Liam Hemsworth, Hugh Jackman, Russell Crowe and Paul Hogan.
The latter’s involvement is particularly significant, given that Tourism Australia said this campaign is its largest directed at American audience since Mr Hogan’s famed Come Say G’Day advertisements aired over 30 years ago at the time Crocodile Dundee was released.
“The United States is a critical market for Australia, with close to 780,000 American visitors spending AU$3.7 billion per year. A favourable exchange rate and strong aviation capacity leading to highly competitive airfares makes this the right time to increase our investment in the United States,” said Steven Ciobo, Minister for Trade, Tourism and Investment.
“While Australia ranks highly among Americans in terms of desirability and awareness of our tourism offerings, we lag behind our competitors when it comes to actual bookings. This new campaign will address this conversion challenge.”
Mr Ciobo added: “This is the single largest investment Tourism Australia has ever made in the US market and one we believe will grow annual spend by American visitors to AU$6 billion by the year 2020.”
In 2017, Australia reached a new record as foreign visitor spending surpassed $40 billion for the first time, hitting $40.6 billion. Visitors from China made up the bulk of this growth, with 1.2 million Chinese visitors spending $9.8 billion – up 10 per cent year-on-year.
The latest marketing push was established in partnership with Qantas and American Airlines as well as Wines Australia, in a bid to continue the strong growth recorded in Australian wine exports.
Overseas sales from Australian vineyards hit a 14-year high last year, although this was again thanks to surging demand in China.