Australia wants Americans to stop putting off a journey Down Under.
The country's new ad campaign, called “Someday,” was launched by Tourism Australia, Virgin Australia, and Delta Air Lines, in their first joint U.S. marketing campaign.
“We know the many Americans who want to visit Australia ‘someday’ are busy, and that’s why they put off going,” said Tourism Australia’s vice president of the Americas, Jane Whitehead.
The campaign aims to educate Americans about Australia's variety, and to show them that it's easier and faster to get to Australia than they might think.
Virgin Australia's chief customer officer, Mark Hassell, said in the five years Virgin has been flying direct to Los Angeles, it has significantly expanded its network, and now offers connections to 250 destinations in North America, thanks to its partnership with Delta.
The centerpiece of the campaign is a contest to win a trip to Australia at www.australiasomeday.com, through April 21.