Modern Family Australia entices travellers

Modern Family Australia entices travellers

The Australian episode of popular comedy Modern Family has ignited the travel itch among Americans, with Qantas reporting a 25% spike in US visitors to its website.

B&T Magazine
Posted by B&T Magazine

The spike came in the days following the episode’s airing in the US on April 27 to roughly 9.6 million Americans.

The episode aired locally last  night to 1.049 million viewers on Ten.

According to Travel Weekly the program has a global fan base of 22.3 million with the episode expected to promote Australia as a travel destination to 29 countries worldwide.

“Qantas is incredibly proud to be part of a project that showcases our country on such a large scale,” Qantas chief executive Alan Joyce said.

“This episode gives the world a glimpse of Australian hospitality and culture – which as the national carrier and the biggest private investor in Australian tourism, we are proud to help make happen.”

The Australian episode was a collaboration between Twentieth Century Fox and Qantas. The airline is no stranger to television collaborations having previously brought The Ellen DeGeneres Show and Oprah to Australia.

Modern Family Australia was chock-a-block with cliché Aussie gags but the US appeared to lap it up with social media set alight with Modern Family references.

The Ellen DeGeneres Show’s trip to Australia, a collaboration between Qantas and Swisse, in 2013 resulted in a 22% increase in inbound flights to NSW.

Oprah Winfrey’s visit in 2010 resulted in 95% of the US visitors and crew who visited Australia as part of the filming say they were very likely to recommend Australia as a holiday destination. Nine in 10 said they were likely or very likely to visit again.