Tourism Oz teams up with UK breakfast show Daybreak for Oprah-esque viewer giveaway
Tourism Australia has launched a competition with Qantas to bring 100 viewers of popular UK morning show Daybreak to Australia.
The ITV1 show launched Daybreak Down Under promotions late last month inviting their viewers to win 1 of 100 Australian holidays with the competition kicking off yesterday.
According to Tourism Australia, the show has an average daily reach of 4.1 million viewers.
The 100 winners, along with a Daybreak presenter and crew will fly to Sydney on November 4 with each winner given the choice of one of five trips to either Sydney and surrounds, Melbourne and the Great Ocean Road, Adelaide and Kangaroo Island, Perth and Margaret River or the Great Barrier Reef. Entry is via a dedicated section of the Daybreak website.
The winners will be announced over the course of a week in October with footage from the trips broadcast on the week commencing November 7. The Daybreak presenter will also be broadcasting live on the shows.
Rodney Harriex, Tourism Australia’s regional GM UK & Northern Europe said that Daybreak Down Under aims to inspire viewers to research a holiday Down Under.
“Daybreak has a huge audience reach and we’re delighted that the team has decided to run this promotion, filming their viewers enjoying incredible experiences in iconic locations across Australia. Building the emotional appeal to travel to Australia is crucial in a long haul market like the UK, and we know that programmes like this that beam Aussie sunshine in to wintery British homes go down really well with Brits.”
About the same time last year, Tourism Australia announced it would bring Oprah Winfrey and her audience to Australia to film part of her final season.
I am not sure that the viewing figures are correct, when I was in the UK last there was talk of this show being axed because of its viewing figures?
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Is this going to be another success for Tourism Australia in the same way Oprah was? And they brought nearly 500 people at a cost of $5m. Result: negative US visitor numbers to Australia. I don’t understand continuing this losing brand strategy when UK tourism numbers continue to decline while those of China and India continue to rise. I suspect its just another example of the lack of real thinking at the agency and a complete absence of insight into any country outside of Australia’s traditional tourism markets.
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