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.”
Cost continues to hold considerable influence on brand loyalty, yet emotional connections and ethical values are also becoming key loyalty drivers, according to new consumer research commissioned by Emarsys. Emarsys has launched its first annual Loyalty Index which seeks to understand whether ‘true’ loyalty still exists and what it looks like today. The company surveyed over […]
Nine dominated Sunday night, with the launch of Australian Ninja Warrior netting 795,000 viewers as per OzTAM’s metro data. It is the program’s fifth season, showing the Australian public’s apparently unwavering passion for watching incredibly fit people fall off tall objects. The top watched program was Nine News which had 1,064,000 viewers, as compared to Seven […]
The Heart Foundation’s new campaign – Saving Hearts – is a poignant reminder of what heart disease takes away from families while reminding the community that investing in research brings improved outcomes for survivors and their families. Created by DDB Group’s specialist healthcare agency, DDB Remedy, Saving Hearts captures the reality of the life-long impact […]
CHEP has announced the appointment of Justin Ruben as executive creative director, returning from a six-year stint in New York at Droga5 and The&Partnership New York. Leading the team in Sydney, Ruben’s creative talent will complement CHEP’s senior creative leadership team, led by Gavin McLeod, chief creative officer and Glen Dickson, deputy chief creative officer. […]
Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]
Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]
The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]
Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]