Head Down Under for the Ultimate Experience

SYDNEY, Jan. 14, 2011 /PRNewswire/ -- The Government of the Australian State of New South Wales has joined forces with Qantas and the tourism industry in a $1.5 million marketing campaign in the United States, highlighting the tourism attractions of the State capital Sydney, as well as other parts of the State.

New South Wales Minister for Tourism Jodi McKay said a major launch event was held in New York today ahead of the US screening of 'Oprah's Ultimate Australian Adventure' next week.

"Tourism New South Wales is working with Qantas Airways and Qantas Vacations on a joint campaign which will offer special airfares and accommodation packages to Sydney for US visitors," McKay said.

"The new campaign will build on the success of the filming of the Oprah Winfrey Show in Sydney late last year by encouraging fans to come Down Under and experience some of the same sights and attractions featured on the shows.

"Tourism New South Wales is also working with Qantas and Oprah Winfrey's production company Harpo to offer viewers a chance to win 10 trips for two people to have the 'Ultimate Australian Adventure', closely replicating the experiences of Oprah's audience.

"Oprah and her Ultimate Audience had an amazing time while visiting Sydney and New South Wales and her adventures are guaranteed to get more people from the United States thinking about taking a trip Down Under.

Ms. McKay said Tourism New South Wales is also working with Qantas on a radio promotion in Los Angeles where listeners can win a trip to Sydney to experience the 'Ultimate New Years Eve' in 2011.

"Over the next few weeks there will also be a major campaign promoting Sydney as an attractive destination for United States visitors including online promotions, advertising in the high-profile Wall Street Journal and outdoor advertising in Los Angeles.

"Tourism New South Wales is also hosting a 'Destination Dining' event in New York restaurant Per Se on January 14 showcasing Sydney as the number one dining destination in Australia.

"The event will focus on the fine food and wine experiences available in Sydney and will feature top Australian chefs Mark Best and Peter Gilmore and a range of regional wines and produce from New South Wales," Ms. McKay said.

SOURCE Tourism New South Wales