Three iconic Golden State cities were broadcast live by Sunrise, Australia’s top-rated morning television show as part of a broadcast integration partnership with Brand USA on April 4. The resulting “USA Mystery Tour” brought Sunrise’s team to San Francisco, Los Angeles and San Diego in the show’s biggest international outside broadcast to date.
With more than 635 thousand Australians visiting the Golden State — and spending over $1 billion — in 2016, it is no secret that the Australian travel market is a key focus for California’s tourism marketing efforts. The “USA Mystery Tour” was a big opportunity to showcase family-friendly, culinary, celebrity and just plain exciting California experiences, generating $4 million in exposure for the state.
In an added competitive dynamic, viewers voted on which cities would host the main, weather broadcast and entertainment broadcasts, respectively, sparking even greater buzz around each destination. After the votes were cast, the results were in:
As each destination shone in the spotlight, FlightCentre promoted special air and ground packages in-program, influencing viewers to turn inspiration into action and book their travels to the Golden State then and there.
With the collective support from Brand USA, Sunrise and FlightCentre, the Golden State reached more than 2.9 million viewers across broadcast and digital platforms, achieving an EAV of more than $5.4 million AUD.
Take a look at each broadcast from San Francisco, San Diego and Los Angeles below.