Virgin Australia, TA launch US campaign

Virgin Australia, TA launch US campaign
By admin


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.”

Latest News

  • Luxury

COMO launches new family-sized farmhouse in the heart of Tuscany

COMO Hotels and Resorts has launched its new farmhouse apartments in the heart of Tuscany, just in time for Australians to escape our wet winter. And it’s also an ideal time for Aussies of Italian ancestry to explore their home country as 2024 has been declared the year of Roots and Heritage Tourism by the […]

  • Destinations
  • News

New Caledonia in lockdown and airport closed after violent riots rock Noumea

New Caledonia officials have announced a 6pm-6am curfew, a liquor ban and have closed the country’s main airport after overnight riots in which vehicles were torched and roads blocked in the wake of proposed constitutional reforms. Australian Government website Smartraveller has issued an alert informing visitors to exercise a high degree of caution in metropolitan […]