Skift Take

Tourism Australia is trying to create a sense of urgency in travelers pushing off a trip to Australia. The campaign will succeed for those that win a trip, but for others still wary of the journey, it'd be smart to raise awareness of the cost and length of such a trip.

Australia is on a lot of Americans’ travel bucket lists, but often pushed to the back due to the perceived distance and cost of the destination.

So Tourism Australia wants to tell Americans to chill out and book a flight because there’s always something going on and it’s better to go once than never at all.

The new campaign “Someday” highlights events that take places every week of the year all around the country. A contest, made possible due to partnerships with Virgin Australia and Delta Air Lines, is at the core of the campaign.

Contestants will use clues hidden in photos and videos to guess where one of 52 experience takes place in the country. If they guess correctly (they can Google hints in another screen), they are entered to win a trip to that location. Fifty-two contestants will win roundtrip airfare for two, one week’s accommodation, and a unique Australian experience.

For those that don’t win a trip, they’ll probably continue to put off the trip, which includes airfare between $1,500 and $2,000 from Los Angeles to Sydney.

The map packed with destination photos, videos, and content will live on as trip planning tool after the campaign ends on April 22.


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Tags: australia, delta air lines, marketing, tourism australia, virgin australia

Photo credit: The home page for Tourism Australia's new "Someday" campaign.

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