Los Angeles Tourism and San Francisco Travel have launched their first-ever joint marketing campaign.
The campaign, ‘2 Aussies in Cali’, is a four-part comedic travelogue designed to entice Australians to visit Los Angeles and San Francisco — the gateways of California.
To bring the content to the Australian market, Los Angeles Tourism, San Francisco Travel and Visit California have partnered with Flight Centre and Nine.
Launched last week, 2 Aussies in Cali follows “quick-witted and selfie-adverse comedian” Rhys Nicholson and “polished, world-famous travel influencer” Tara Whiteman, as they discover what the two cities have to offer.
Flight Centre has created a dedicated microsite for travel to California, incorporating travel advice and information for the campaign, including teaser content and six-minute episodes, which are being rolled out over a four-week period.
The campaign, which was also made in conjunction with Visit California, aims to reinforce California’s reputation as the most convenient gateway into North America.
With over 30 per cent of Australian visitors combining Los Angeles and San Francisco into their visits to the US, Australia is considered an important market for both cities.
LA welcomed just under half a million Australians in 2018, while San Francisco hosted 200,00 Aussies last year.
According to Los Angeles Tourism, Nicholson and Whiteman were selected due to their “different points of view and storytelling expertise”.
“Rhys’ comedic reputation and his work within the LGBTQI community, coupled with Tara’s influence in the travel and social media sphere, provide an interesting contrast and entertaining dynamic on camera, while showcasing the best of both cities,” a release from Los Angeles Tourism said.
“Los Angeles is a global creative capital overflowing with one-of-a-kind experiences that Rhys and Tara bring to life in this campaign with their own brands of humour and energy,” Don Skeoch, chief marketing officer for Los Angeles Tourism, said.
“We want to build on the strong affinity between Angelenos and Aussies to inspire more of our friends from Down Under to plan an LA vacation.”
Joe D’Alessandro, president and CEO of San Francisco Travel Association, said: “Food, fashion and fun are collectively what Rhys and Tara are all about – a perfect match with San Francisco. We’re thrilled to have this dynamic duo explore our colourful city and help encourage Aussies to discover all that’s on offer, whatever their tastes.”
To view the 2 Aussies in Cali trailer, teasers and episodes, click here.
Aussies can also follow the journey via Rhys Nicholson (@rhysnicholson), Tara Whiteman (@TaraMilkTea), LA Tourism (@discoverla), San Francisco Travel (@onlyinsf) and Visit California (@visitcalifornia) Instagram channels, with all content united under the hashtag #2AussiesInCali.