Am I allowed to mention Oprah????

[Grumpy John]

At the risk of being shot down I'll post this article from Saturdays Herald-Sun.

Attachment 176388

[Bushmiller]

At best it was a gamble. At its worst, an ill-considered venture benefited primarily by one show host and three hundred groupies. Three hundred groupies? Rent an audience in case no one showed up?

Fools and their money.........

Regards
Paul

[Master Splinter]

$5 million is actually quite cheap for the sort of TARPS (target audience ratings points) that the show provided, especially when you compare it to the spend on other tourism campaigns ("Where the bloody hell are you - $180 million, 2006; "Australia - a different light" - $360 million, 2004), and it's probably the most cost effective campaign in terms of recall since the "Shrimp on a barbie" ads with Paul Hogan.

[A Duke]

Fools + their money = Some Party.

[Bushmiller]

$5 million is actually quite cheap for the sort of TARPS (target audience ratings points) that the show provided,

Only if it worked and evaluation may be difficult given the downward turn of the tourism trade.

Paying for such an entourage still sounds like a jolly to me.

Regards
Paul

[Master Splinter]

The aim of that sort of advertising is not to generate direct bums on seats in the short term (that's done in a measurable fashion by the people who put the actual holiday packages together), but to keep Australia high in the list of desirable overseas holiday destinations so that when travel agency X runs a promotion, they don't have to sell the destination, only the airfare/accommodation package. It also makes that part of the industry more amiable to putting together package deals including Australia.

[hughie]

but to keep Australia high in the list of desirable overseas holiday destinations so that when travel agency X runs a promotion, they don't have to sell the destination, only the airfare/accommodation package. It also makes that part of the industry more amiable to putting together package deals including Australia

..agreed we are a well known destination that is popular with the U.S. of A. However, like here there is financial un-certainty and so the public is cautious with the expendable income.

[wheelinround]

300 million US citizens can't be wrong or can they.
I guess the problem is we are sucked in by the well meaning un-informed people who have the belief everyone around the world gets 4 weeks to 3 months (teachers & politicians) paid holiday a year are on Union highest paid rates. This means we are paying for morons, paying Gov and advertising media lots of money who are over paid over holidayed and usually overseas.

Americans even in well paid jobs get 2 weeks holiday not 4 or 6 and thats usually during our winter, then during the Christmas/holiday season when its winter they spend with family. Watch TV & read the news do a google, you'll find flights closed due to snow etc, many US citizens are on flat money well below what we have come to expect and TIPS are how they live or like a friend who is a fitter & turner (just retired) piecemeal and worked when and where work was at the time.

The general working American tourist like most of us can't afford to travel, many who do come here now are on paid holidays by companies, similar to some Asian countries its a bonus system.

So once again our taxes are wasted its time to hold the politicians business and gov employees who have wasted your money again accountable, this is theft at the highest level.

Just as a note anyone noticed the number of small natural disasters that have hit the US this year.

[Bushmiller]

Master Splinter

You are saying this is general public awareness publicity just getting our name out there. This is similar to major companies preparing the marketplace for recruitment advetisements.

wheelinround

Are you saying we have got our target audience wrong. Could many of our American visitors be "grey nomads." Here in Oz after retirement there is the desire to travel around Oz. Perhaps in the USA they travel here on a one in a lifetime trip? Maybe only wealthy American can afford to travel here.

Did Ophra succeed? Was it money well spent?

Regards
Paul

[Toymaker Len]

Yes, money not only well spent but excellently well spent. How often does $5m. buy $100m.+ worth of publicity. An absolutely brilliant job and all the more necessary when the US economy is teetering on the edge of recession and the Oz dollar is up. We need every trick we can come up with to keep the american tourists heading this way.

[wheelinround]

Master Splinter

wheelinround

Are you saying we have got our target audience wrong. Could many of our American visitors be "grey nomads." Here in Oz after retirement there is the desire to travel around Oz. Perhaps in the USA they travel here on a one in a lifetime trip? Maybe only wealthy American can afford to travel here.

Did Ophra succeed? Was it money well spent?

Regards
Paul

Simply yes, (not so long ago on this forum the same sort of discussion arose all to do with the spending on Oprah coming here) as I stated then, told to me by a gent from a large (edited large and gent at 9.05am) American Travel company back in the 80's, when Australia spent big an brought hundreds of tour operators over for 3 weeks if I recall.

Their complaints
No 24 hrs shopping
No 24 drug stores
No 24 Bars
No 24 hr flights in and out
To far to travel between places such as Sydney to Canberra, Port Macquaire, Coff's Harbour, Dubbo even complaints Blue Mnts was to far

The above has not changed distance although many highways have improved.

Toymaker Len Yes, money not only well spent but excellently well spent. How often does $5m. buy $100m.+ worth of publicity. An absolutely brilliant job and all the more necessary when the US economy is teetering on the edge of recession and the Oz dollar is up. We need every trick we can come up with to keep the american tourists heading this way.

Why don't some just get it, its Australia they are trying to sell NOT just NSW or the east coast.
New York, NY (NYC) to Brisbane (BNE)
Flight Duration * 20 hours 55 mins * Via Los Angeles International Apt, Los Angeles (LAX) Distance:
The distance between Sydney, Australia and New York, New York is 9935 miles (15989 km).

The distance between Perth, Australia and New York, New York is 11606 miles (18679 km).

The distance between Melbourne, Australia and New York, New York is 10355 miles (16664 km).

The distance between Brisbane, Australia and New York, New York is 9629 miles (15496 km).

Read more: How long is the flight from New York to Australia

How would you spend your money earning flat wages and tips if Australian economy was in the same position and we have been.

US has how many servicemen and woman OS ?? US has how many Grey Nomads ?? Trailer Park residents?? People in/on low incomes compared to their rich and famous whom we seem to lavish free trips on to try promote our tourism

I know here's a solution all those people who get paid 3 months holiday a year now are seconded to tourism for 2 months of that period, no further pay as they are already being paid. It will be good for their moral, the economy, tourism and their self esteem. It will give those who have to work in the tourist industry a well deserved break working some times 24/7/365.


Gee's if Australian's wont tour their own country and see the land they call home why would anyone else want to come here. Practice what ye preach.

Edited added site.
Ok took some searching but here is one site in the US selling package tours to Oz open each package up and see whats on offer, included and cost. When I used to drive and write tours up one thing I did was ask myself if I would stay in a certain motel/hotel, eat there, or even real think a venue was worth the $$ outlay.

Although I have been away from this industry for some years I am still aware of a lot with in the industry, I also listen to people here and abroad.

Maybe some of our USA forumites might chime in and tell us of their trips to Australia or why they won't travel here or if they will/would, why they can't.