Swiftflation is real: Here’s how Taylor Swift’s Australian tour impacted the media
In the past month, Taylor Swift has garnered over 250,000 media mentions across a number of channels in Australia, according to new data from media monitoring platform Streem.
A number of Aussie brands have jumped on board the Taylor-mania train, most notably Crown Resorts, who mid-last year signed on as the Australian leg of the Eras tour’s headline partner.
The Australian media’s reaction to Swift resulted in an influx of 6,200 media items in a single day. The tour’s impact, often also dubbed as ‘Swiftflation,’ has caused a surge in economic activity across the cities that hosted her, with hotels and flights experiencing unprecedented demand.
According to Streem’s data, the week that Taylor arrived in Australia, Crown Resorts achieved 7,143 mentions in the media, with a cumulative audience impression reach of 130,340,772.
On February 23 alone, her first Sydney show date, Crown Resorts’ sponsorship of the tour achieved 1,177 mentions – a fourfold increase from the brand’s figures away from the pop star.
Searches for Crown Resorts with and without Taylor Swift
“If you’ve engaged with pop culture in the last 17 years, you’ve probably heard of singer-songwriter Taylor Swift,” the media monitoring platform said.
“With a fanbase so vast that it feels like a cultural movement, the enduring and influential global icon has had an enormous past couple of years. In the last 12 months alone she’s claimed the titles of best-selling artist of 2023, Time Person of the Year, Spotify’s Artist of the Year, and recently clinched her record-breaking fourth Album of the Year Grammy.”
Earlier this month, Triple M announced some Aussie rock legends – including Paul Kelly and Ian Moss – to cover some of the pop star’s biggest songs in the lead up to the recent tour.
Smirnoff also announced a limited-edition Ice Lavender Lemonade drink, inspired by Swift, while Vegemite also unveiled a massive billboard in Melbourne, to welcome the pop superstar down under.
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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