Los Angeles Tourism and San Francisco Travel have launched a first-ever joint marketing campaign to attract Australians to visit the California gateways of Los Angeles and San Francisco.
Titled 2 Aussies in Cali, the four-part comedic travelogue series follows an unlikely pairing – quick-witted and selfie-adverse comedian, Rhys Nicholson and polished, world-famous travel influencer, Tara Whiteman as they discover the depth and breadth of experiences available in the two cities.
The campaign – also in conjunction with Visit California – aims to reinforce California’s reputation as the most convenient gateway into North America.
With over 30 per cent of Australian visitors combining Los Angeles and San Francisco into the same holiday, Australia is perceived as an important market for both cities, welcoming just under half a million and 200,000 Aussies in 2018, respectively.
Rhys and Tara were selected due to their different points of view and storytelling expertise. Rhys’ comedic reputation and his work within the LGBTQI community, coupled with Tara’s influence in the travel and social media sphere, provide an interesting contrast and entertaining dynamic on camera while showcasing the best of both cities.
To bring the content to the Australian market, Los Angeles Tourism, San Francisco Travel and Visit California have partnered with Flight Centre and Nine Media.
Teaser content and the 6-minute episodes roll out weekly from the 26 March over a four-week period.
Los Angeles Tourism CMO, Don Skeoch said: “Los Angeles is a global creative capital overflowing with one-of-a-kind experiences that Rhys and Tara bring to life in this campaign with their own brands of humour and energy.
“We want to build on the strong affinity between Angelenos and Aussies to inspire more of our friends from ‘Downunder’ to plan an L.A. vacation.”
San Francisco Travel Association president and CEO, Joe D’Alessandro added: “Food, fashion and fun are collectively what Rhys and Tara are all about, a perfect match with San Francisco.
“We’re thrilled to have this dynamic duo explore our colourful city and help encourage Aussies to discover all that’s on offer, whatever their tastes.”
Rhys Nicholson commented: “I’ve always wanted to go to the USA’s west coast but wasn’t exactly sure what it was going to be like or what I should do.
“As it turns out, California is like America giving you a warm long hug and whispering “everything is going to be ok”.
“L.A. and San Fran aren’t the types of places you need to plan out a bazillion things to do every day.”
He added: “I reckon you can just wade in and let the cities open up to you.
“Just standing on the street feels like you’re immersed in culture.
“And eat. Eat all of the food. The food you guys. I’m seriously considering defecting to a Cali life.”