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Live from Aus

Tourism Australia launched the ‘Live from Aus’ virtual tourism activation as an extension of the With love from Aus campaign, broadcasting Australia’s best tourism offerings ‘live’ into the living rooms of millions of people around the world over an entire weekend. From diving The Great Barrier Reef and taking in backyard barbecues, to Indigenous mud-crabbing experiences and intimate concerts in bushfire affected regions, ‘Live from Aus’ inspired the world to keep dreaming about Australian travel so they’d be ready to book a trip when the time was right. With new experiences every hour, on the hour, ‘Live from Aus’ featured more than 35 live streams in one weekend, hosted by an array of Australian personalities, advocates and industry operators who educated, entertained and inspired viewers with a range of interactive experiences.

‘Live from Aus’ was a first for Network Ten, with a special one-hour broadcast at 7.30 pm on The Project on Friday, 15 May 2020. ‘The Love Australia Project’ segment, ‘proudly supported by Tourism Australia’, was headlined by Australia’s favourite tourism and entertainment personalities who helped shine a spotlight on our offerings. This was followed by a full weekend program of live virtual content on Tourism Australia’s social media channels and an ongoing program with regular features on Facebook.

Live from Aus campaign results

  • Reached 1.27 million people (target 0.650 million), increased viewership 20 per cent on the previous week
  • 34 million online video views from over 40 countries ​(target 11.6 million online views from 13 countries)
  • 1,765+ pieces of media coverage, 100 per cent positive sentiment​ (target 1000+ pieces of coverage, 90 per cent positive sentiment)
  • 1 billion+ reached through global PR channels, with an equivalent advertising value of $9.8 million​
  • Trended #1 for #loveaustralia on Twitter during broadcast​
  • 6,831 editorial leads to operators from Australia.com​.
  • 10x immediate increase in searches for Australian holiday experiences during broadcast (Booking.com)