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.
‘All Kinds of Out There’ will run until the end of March. It is the fourth consumer marketing campaign Visit California has activated in the Australian market since 2010.