A new campaign will be rolled out across the US this year, starting in California, promoting Australia as a great place for a self-drive holiday.
Australian representatives from The Legendary Pacific Coast (stretching from Brisbane to Sydney) are currently in the US promoting Australia’s best drives to affluent, educated and time rich North Americans who are looking to travel and are interested in exploring Australia in a self-drive holiday.
The campaign isn’t only focused on driving a motorhome around Australia, said Legendary Pacific Coast’s international marketing manager, Russell Mills. “It also serves as platform to establish a broader fly-drive offering for North Americans around destinations like Byron Bay, Coffs Harbour, Port Macquarie, Newcastle and Port Stephens, as well as popular overnight destinations on the other touring routes.”
The campaign has the potential to be extremely lucrative for NSW and QLD economies, with just a 0.1% conversion of the target audience generating 43,200 room nights and a sales revenue of $36 million.
