British television viewers waiting to watch the Queen’s annual Christmas message were treated to Australian pop royalty inviting them to play backyard cricket as part of a new $15 million tourism campaign.
British television viewers waiting to watch the Queen’s annual Christmas message were treated to Australian pop royalty inviting them to turn off the news and play backyard cricket as part of a $15 million tourism campaign., the commercial featured Kylie Minogue singing about the ructions in British politics caused by Brexit before telling viewers to “call on your friends in Australia”.
The three-minute ad showed Minogue taking in iconic Australian locations: lying on a towel at Wylie’s Baths in Coogee, practising yoga at Byron Bay and getting nuzzled by a quokka on Western Australia’s Rottnest Island.character Charlene emerging from under a car wearing grimy overalls.
The ad is designed to present Australia as a modern and diverse destination as well as showing the typical tourist drawcards, such as beaches, marsupials, and the two countries' traditional sporting rivalry. The country is the fourth largest source of tourists to Australia, with more than 700,000 British visitors arriving in the past 12 months. They stayed an average of 32 nights in Australia and spent almost $5000, according to Tourism Australia figures. One-quarter of these tourists are regarded as “high-value” travellers, spending two to three times more than the average tourist.
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