Advocacy Q4 reportapril – june 2018

Caption goes here - STATE

o KPIs

o Friends of Australia Activity

o Influencer Activity

o Coverage Highlights

contents

Friends of australia

Parineeti Chopra bats for Australia

Overview

• Parineeti Chopra returned to Australia on her second visit since appointment as Friend of Australia.

• Hosted in partnership with Destination New South Wales, Visit Victoria and Tourism and Events Queensland, her 8 day itinerary included highlights like diving in the Great Barrier Reef, hand-feeding kangaroos at the Ballarat Wildlife Park, and climbing the Sydney Harbour Bridge.

• Parineeti kept her 32 million followers on social media hooked throughout her visit through stunning photographs and Instagram stories.

• She also filmed videos showcasing her experiences which will be released on her social media channels soon.

Star for Steve Irwin on Hollywood walk of fame

Overview

• Australian legend Steve Irwin was awarded a posthumous star on the Hollywood Walk of Fame in Los Angeles for his extraordinary contribution to the entertainment industry through his wildlife documentaries.

• Friends of Australia Terri, Bindi and Robert Irwin were in Hollywood at the unveiling along with some of their closest friends and family.

• Tourism Events Queensland, Visit Sunshine Coast and Australia Zoo partnered with North American travel agency Goway Travel to launch a trade and retail campaign to coincide with the Steve Irwin star accolade.

Steve Irwin Gala Dinner

Overview

• The same week as the Hollywood Star Ceremony, Tourism Australia also supported the Steve Irwin Foundation Gala, which celebrates the legacy and passion of Steve Irwin and the ongoing work of his family to protect wildlife and promote conservation through Australia Zoo.

• The event provided opportunities for key trade partners including Goway, Virtuoso, Swain Destinations, Qantas and Hello World to network with high value US travellers and media.

•with Animal Planet that will launch in the US in mid October.

Ben shewry and Curtis stone collaboration

Overview

• Tourism Australia and Visit Victoria showcased Australian food and wine at Foodbowl.

• Chef Ben Shewry of Attica joined Curtis Stone at his LA butcher shop and restaurant Gwen on Saturday 26 May for a Fireside Chat and Dinner. The chefs hosted a multi-course meal with wine pairings and shared stories about Aussie culture and food.

• The following day, Chef Ben Shewry returned for the ultimate Australian BBQ

cocktails and wine.

• Tourism Australia is also partnering with the LA Times to host their first Reader Expeditions with American food critic Jonathan Gold to Australia.

The World’s 50 Best Restaurants 2018

Overview

• To commemorate The World's 50 Best Restaurants 2017 in Melbourne, Tourism Australia collaborated with Melbourne based influencer and graffiti artist, Heesco, to recreate the iconic mural of the top chefs in Higson Lane with an

• The mural was used as a media photo opportunity as well as the backdrop for an Instagram Story on the @Australia account featuring Ben Shewry,

James viles foraging trip and Chippendale pop-up

Overview

• Friend of Australia and Southern Highlands based chef James Viles opened pop up restaurant Biota Chippendale in the former site of Silvereye at The Old Clare.

• The restaurant included guest appearances from other chefs including Duncan Welgemoed, Lennox Hastie and Paul Carmichael.

• The menu was inspired by a recent trip through Far North Queensland that Tourism Australia supported domestic flights for James and his guest chefs.

Influencer activity

Cyclone Debbie Recovery Fund

Overview and Outcomes

• As part of Cyclone Debbie Recovery funding to promote the Whitsundays in the wake of the March 2017 cyclone, several influencers visited the region in June to produce broadcast and social content showcasing tourism experiences.

• Australian television presenter Renee Bargh visited with US entertainment news show Extra to film two segments. The segments will air on television, online and social channels in August.

• US singer and judge on The Voice Australia, Kelly Rowland, travelled to the Whitsundays with her family. Her team published a teaser post and

views to date.

• Other influencers engaged to visit the region as part of the strategy include US actress Crystal Reed and partner, television host Darren McMullen, and youth influencer and television personality Nia Sioux and her mother Dr Holly Hatcher-Frazier.

Queer Eye For The Straight Guy visits australia

Overview

•Queer Eye For The Straight Guy, Tourism Australia hosted the cast of Queer Eye and Netflix US executives for a day of tourism experiences.

• Accompanied by a Getty photographer, the cast met Featherdale Wildlife

superyacht ONEWORLD thanks to Ocean Alliance and enjoyed drinks and

overlooking the Vivid Sydney light show.

#Cami&VicTakeAustralia

Overview

• Victória Ceridono, created a 4 part web series #Cami&VicTake about Australia

• In April #Cami&VicTakeAustralia visited Sydney, Hamilton Island, Great Barrier Reef and Melbourne. Highlights included local shops and designers, surf lessons, Australian cuisine, and a picnic with kangaroos.

INFLUENCER - STANLEY JOHNSON

Overview

• Stanley Johnson is a former UK Member of European Parliament turned author and conservationist. He is the father of the UK Foreign Minister Boris Johnson

• Stanley is used as an influential journalist by a number of key UK media outlets

• Following on from his appearance on the Australian-based UK TV show Celebrity, Get Me Out of Here! and taking into consideration his strong interest in wildlife, TA UK worked with him to secure two commissions with both The

• In April 2018, Stanley travelled across to Lord Howe Island to experience the World

• Following on from this, Stanley travelled to South Australia to the magnificent Eyre Peninsula where he experienced the Gawler Ranges Wilderness Safari and swam with sea lions further down south at Baird Bay

J-WAVE radio in Japan

Overview

• Major FM radio station 81.3FM celebrated its 30th anniversary during

• Takanori for

and lifestyle, food and wine, aquatic and coastal and wildlife experiences.

German Travel Bloggers on aus.com

Overview

• Tourism Australia worked with seven German travel bloggers to generate engaging content for Australia.com to inspire and target HVT travellers in Germany.

• Each blogger had travelled to Australia before through the IMHP program or through support from the State and Territories.

• Each blogger wrote about special and relevant topics researched in line with the HVT and in line with CDP findings for Germany. All articles are connected to travel itineraries and offers by tour operators to move readers on step further on the purchasing funnel. https://www.australia.com/de-de/planning/inspiration.html

• The articles were supported with a media buy to target HVT.

COVERAGE HIGHLIGHTS