Tourism Australia and Virgin Australia are making a $4 million play for America's heart, and its stomach.
Tourism Australia and Virgin Australia are planning to target the Oscars to kick off an ad blitz showcasing the gastronomic delights our continent holds.
A $4 million joint marketing campaign from the pair will open with ads airing during the Oscars pre-show and during Oscars coverage on Good Morning America, will be the first part of the blitz targeting the US market.
It will include customised content In The Huffington Post, and LA Times, while it will conduct homepage takeovers on Yahoo!, USA Today, and the Wall Street Journal sites.
The campaign will be a call to action for US consumers to visit the Australia.com website, where a widget will be ready for eager Americans to book their trip from wholesale travel partners.
The campaign is part of a broader tie-up between Virgin and Tourism Australia first flagged in May 2012.
The commitment was doubled in December that year, with further increases in 2014 meaning the partnership is now worth $20 million.
The TVC was created by Clemenger BBDO.