Virgin Australia today launched its biggest campaign in the US for five years in a bid to convince Americans to book, rather than just wish they could visit Australia.
The airline has embarked on a four-week marketing push in collaboration with Tourism Australia and alliance partner Delta Air Lines.
The campaign will feature on NBC, and in the Wall Street Journal and LA Times while a “letter to America” will appear as part of a wrap on the front page of USA Today.
“Australia consistently tops Americans “must visit” lists but for many it’s a trip they’ll take “someday,” Virgin said. “At its core, the campaign encourages Americans to stop waiting, pack their bags and start their journey to Australia today.”
The campaign will be jointly funded by Virgin Australia and Tourism Australia who struck a $12 million, three year marketing deal in 2012.
Central to the campaign is the launch of website AustraliaSomeday.com that will feature Google technology allowing prospective visitors to explore the country. Competitions to win one of 52 trips also feature.
While there has never been a problem promoting Australia as a must-see destination, getting Americans across the line and booking has remained an issue, partly because of their limited annual leave.
However, recent figures showed a record number of Americans – 510,000 – jumped on flights to Australia last year as a combination of improved economic conditions and high profile marketing campaigns re-energised the market.
Tourism Australia vice president, Americas, Jane Whitehead, said: “We know the many Americans that want to visit Australia ‘someday’ are busy and that’s why they put off going.
“But we also know they deserve a break and we want to make this easy and fun. So we have created a contest that will test everyone’s geography, provide some great vacation inspiration and, importantly, show how accessible an Aussie vacation is and how each of these experiences can be enjoyed within one week-long trip.”
