USA Road Tests ‘Australia’s Best Drives’

Affluent, educated and time rich North Americans will experience a taste of ‘Australia’s Best Drives’ as the Legendary Pacific Coast’s International Marketing Manager, Russell Mills tours the US promoting these self-drive travel experiences.

Mills is joined by representatives from Sydney Melbourne Touring (route) and the Great Southern Touring Route on this second annual visit to the US for this targeted campaign focused on creating a new visitor market to Australia and the participating touring routes.

This 2016, $40,000 campaign begins in California this week and will include:

• 21 consumer Events in targeted locations in North America from 12-20 February 2016. The events are initiatives of the Australia’s Best Drives partners and held at targeted RV Parks in California and Arizona.

• Based on last year’s events, they estimate reaching 700-800 people. The events will be incentivised with the prize of a trip for two Down Under including return economy class flights, 7 days motorhome rental through Britz and a 7 day International Parks Pass through Big 4 Holiday Parks.

• Database marketing through Australia’s Best Drives own database of US consumers, RV parks and KOA (Campgrounds of America reaching approx. 30,000 consumers)

• Itinerary and package development, online promotion and sales fulfilment through About Australia

“The campaign is not soley focused on driving a motorhome in Australia, said Mr. Mills.

“It also serves as platform to establish a broader fly-drive offering for North Americans around destinations like Byron Bay, Coffs Harbour, Port Macquarie, Newcastle and Port Stephens, as well as popular overnight destinations on the other touring routes.

“Indeed, the participation of national and international accommodation and transport partners Choice Hotels, Britz Maui, Big 4 Holiday Parks and preferred car hire partners of About Australia reinforces the confidence these partners have that the campaign can deliver significant business to their operations in North Coast NSW (and other) destinations. “

“Based on our research and collected data on the total target audience, converting 0.1 per cent of this market equates to 72,000 pax a year, 43,200 room nights and sales revenue of $36 million.

“With Sydney as the gateway to two of the featured touring routes, North Coast NSW being NSW’s second most visited tourism region by North American visitors after Sydney, and the popularity of destinations like Byron Bay in North America, NCDN has targeted generating and additional 1100 visitor nights for TLPC destinations.” he said.

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