Australia’s national carrier, Qantas, has partnered with Visit California for the body’s ‘Out There’ tourism campaign featuring stars Betty White, Rob Lowe and reality-starlet Kim Kardashian.
Qantas will now extend the reach of the campaign, which first launched locally in 2010, through its commercial channels and offer travel deals to California.
The tie-up comes after Qantas split-up with long-time marketing partner Tourism Australia following tensions over membership of the tourism body’s board.
The ‘All Kinds of Out There’ campaign will kick off again on February 3 with two star-studded television commercials showing off an array of Californian destinations.
The ads feature well-known Californian icons such as the San Diego beaches, the Golden Gate Bridge and the whitewater of the American River.
Kim Kardashian leads the TVC dubbed ‘misconceptions’ which runs through a host of stereotypes about the destination.
The other commercial, ‘Out There’ starts with Rob Lowe surfing. To see the ad click here.