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Our global advocacy program continued to drive inspirational storytelling through our Friends of Australia ambassador network by working with over 140 high profile opinion leaders to promote Australian destinations and experiences. This included collaborations and content generating trips with our global ambassador Chris Hemsworth, resulting in considerable interest in Australia as a holiday destination, and generating 736 media articles, with an equivalent advertising value of $20.8 million. In addition to our work with Chris Hemsworth and support for campaigns, Friends of Australia generated over 1,305 media and broadcast clips with an equivalent advertising value of $24.7 million and reached an audience of 2.6 billion people.

Other highlights of our Advocacy program include recruiting eleven new Friends of Australia through the Matesong campaign, including Kylie Minogue, Eddie Perfect, Adam Hills, Ash Barty, Shane Warne, Ian Thorpe, The Stenmark Twins and the Three Blue Ducks chefs. We also engaged thirteen Friends to produce a book on the Australian way of life as part of the Philausophy campaign (with the release on hold due to the bushfires and COVID-19).

Advocacy also generated significant opportunities in our key markets, including through a global press tour with the Outback Wrangler Matt Wright, the launch of Curtis Stone’s broadcast show, Field Trip in the USA, the annual G’Day USA program, and the support of Indian influencers for the T20 World Cup campaign.