WA Americans Warm To Australia Campaign

Published on : Thursday, April 28, 2016

turThe United States’ response to Tourism Australia’s aquatic and coastal campaign – which features Rottnest Island – has exceeded expectations, according to the national tourism agency.


The USA was the first market to be targeted by the $40 million There’s Nothing Like Australia global water-themed television, print and online campaign.


Rottnest is the focus area for WA’s component. The island features in the national film, voiced by Tourism Australia ambassador Chris Hemsworth, and its own 360-degree video, print ads and other assets.


Tourism Australia has reported strong interest from the US market about the campaign since its launch in New York on Australia Day this year.


A Nielsen survey carried out immediately after Facebook video activity as part of the campaign revealed an uplift in ‘intention to visit’ scores among Americans viewers that was three times higher than the industry average for similar travel and tourism campaigns.


The 360-degree videos have the most views, while content with wildlife and deeper immersive experiences have the highest engagement on Facebook.


Nationally, the USA is Australia’s fourth largest inbound tourism market, delivering more than 600,000 visitor arrivals last year. For WA, it is fifth biggest international market for visitor numbers, and the sixth biggest in terms of visitor spend.



There’s Nothing Like Australia was launched in China during this month’s Australia Week in China. This year’s global roll-out also includes Japan, South Korea, Singapore, Indonesia, India, Malaysia and New Zealand.




Source:- Tourism Western Australia

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