Australia gets starring role at Oscars

THE Oscars will have a stronger Aussie presence than expected this year, thanks to a new campaign targeting the awards’ massive television audience.

AUSTRALIA may not have many nominees at this year’s Oscar awards but a new marketing campaign should ensure our tourism industry emerges as a winner.

Tourism Australia and Virgin Australia have pitched in $4 million to bombard American Oscar fans with images of down under and information on the best way of getting here.

The Oscars Premiere advertisement will hit screens from tomorrow and air during the Oscars’ pre-show and during event coverage on Good Morning America.

Oscar buzz ... the beautiful people at the Oscars will have images of Australia to compete with this year. Picture: Christopher Polk/Getty Images

Combining Tourism Australia’s “There’s Nothing Like Australia” imagery with Virgin Australia’s “There’s No Better Way to Get There” campaign, the new advertisement is a significant milestone in the two partners’ three-year global marketing deal.

$20M DEAL: Tourism Australia makes Virgin Australia its biggest airline partner

“This is an emotive campaign highlighting Australia’s best food and wine experiences and our

outstanding level of service,” said Virgin Australia’s Chief Customer Officer Mark Hassell.

“We hope to ‘wow’ discerning American viewers with the breadth and depth of experiences Australia has to offer, beginning with the award winning product and service our airline provides.”

Amazing Australia ... Camel rides at sunset on iconic Cable Beach in Broome, WA. Picture: Supplied

North America is an extremely important market for Virgin Australia which competes with Qantas, United and American Airlines — all of whom fly direct between Australia and the US.

In the year to September, 537,600 visitors arrived down under from the US, up 10.8 per cent on the previous year.

It is estimated American visitors inject $2.7 billion into the Australian economy.

Currently Virgin operates 28 weekly flights between LA and Brisbane and Sydney, and up to 42 flights a week as part of its codeshare agreement with Delta Airlines.

Showing off our best face ... the pristine waters of Moreton Bay in Queensland. Picture: Supplied

Tourism Australia managing director John O’Sullivan said they wanted to build upon the growth they had seen in the US market over the past 18-months.

“We are delivering compelling destination messages and great travel offers to affluent, middle-

aged leisure travellers in ten of America’s key states,” Mr O’Sullivan said.

Australian actors missed out on nominations for the Oscars this year, but the country will be represented in two technical categories.

New South Wales’ David Lee is in the running for best sound mixing for his work on Angelina Jolie’s film Unbroken, and Adelaide’s Tim Crosbie is nominated for best visual effects, for X: Men: Days of Future Past.

The awards will be handed out in LA on February 22.