More than 100 of Brazil’s top luxury agents and industry partners and 35 media were treated to a week-long Walkabout Brazil Roadshow to showcase Tourism Australia’s new coastal and aquatic campaign and meet 10 luxury suppliers.
Suppliers included: Luxury Lodges of Australia, Saffire Freycinet, Delaware North, One & Only Resorts, Hamilton Island, Baillie Lodges, Ocean Freedom and Ocean Free, Tourism Victoria, Destination New South Wales and Tourism and Events Queensland representatives.
The Roadshow, held from 25 to 28 January, capitalised on the interest generated from the popular TV telenovela Totalmente Demais which featured Australia last November to an audience of 68.5 million Brazilians and PR worth more than AUD$25 million in coverage. Brazil is a top three luxury market for Australia and the Roadshow is a first within the country.
In Rio de Janeiro, the roadshow kicked off with trade meetings and a media event held at Copacabana Palace for key journalists. Key journalists at the event, hosted by Tourism Australia’s General Manager Western Markets & Global Distribution Development, Katherine Droga, and Tourism Australia’s new Americas Premium Sector Manager, Dave Evans, included: Ricardo Freire, Viaje na Viagem, Glamurama and Panrotas. All the participants tested and enjoyed the new Virtual Reality technology used to launch Tourism Australia’s aquatic and coastal campaign.
In Sao Paulo, two trade workshops were held, one where buyers were flown in from other regions of Brazil, in addition to events and meetings with Brazilian tourism businesses/companies Queensberry, Selections and Primetour.
Teresa Perez Tours hosted a consumer event to launch its new ‘Australia Traveller Guide’ special 127-page book and the team also hosted an exclusive event for 20 top media with magazines Harper’s Bazaar, Robb Report, GQ Magazine, MADE Magazine and Time Out, newspaper O Estado de São Paulo, the influencer/host Kariana Oliani from Globo and Off channels and famous blogger Patrícia Mattos.
Consumer facing campaigns – with a heavy emphasis on Australia’s coastal and aquatic experiences – with Queensberry, Teresa Perez Tours, CVC and OTA Decolar, as well as a digital social campaign featuring the new TVC, will run through April.
