The number of American travellers to Sydney rose by 22% in the wake of Ellen DeGeneres’ trip, with Destination NSW declaring the initial results “impressive”.
The American talk-show queen was in Australia in March this year, as part of joint marketing scheme between Qantas and Swisse as well as the tourism body.
The ‘Dance Your Way Down Under’ campaign increased inbound ticket sales from the US to Sydney by 22% compared to normal levels, according to the minister for tourism and major events, George Souris.
“The campaign, which includes television commercials in Los Angeles and New York during screening of The Ellen DeGeneres Show, has delivered immediate results for NSW and is a great return on investment in promoting our state to North American audiences,” Souris said.
“The campaign also features online marketing in the US and to date has delivered more than 62 million impressions on Qantas websites and almost 220,000 total sales leads for business and services throughout NSW.”
Visitors who booked travel with Qantas via the campaign planned to stay 12 nights on average.
Sandra Chipchase, Destination NSW’s chief executive, said the campaign has had an “impressive return on investment”.
“Destination NSW’s three year partnership with Qantas will ensure that NSW is promoted to audiences in our key international markets, delivering economic benefits to tourism operators, services and the NSW economy.”
More than 205 winners of the free holiday, provided to members of The Ellen DeGeneres Show audience on the day the trip was announced, have travelled to Australia bringing at least one more person with them.
The Ellen DeGeneres Show’s trip Down Under followed a similar marketing ploy by Tourism Australia and then marketing partner Qantas to bring Oprah to Australia.