The New South Wales Government, in conjunction with Qantas, has secured one of America’s top rating morning shows, NBC’s TODAY, to host a special live broadcast from Sydney on Monday 4 May 2015.A similar partnership with American comedian, television host, actress, writer, and producer Ellen DeGeneres in 2013 resulted in a 22% increase in inbound ticket sales from the USA to Sydney compared with normal levels.
Announcing the broadcast deal, NSW Premier Mike Baird said US was a priority market for the NSW Government “and we are delighted to welcome one of the world’s most popular television programs to Sydney”.
“This broadcast will beam images of Sydney into the homes of the show’s 5.6 million American fans and show up in the feeds of more than 4 million TODAY Facebook followers.
“Australian-born TODAY anchor Savannah Guthrie will travel to Sydney to host the live broadcast from 9pm to 11pm at an iconic Sydney location.
“The NSW Government is committed to attracting more visitors to the state to achieve our goal of doubling overnight visitor expenditure by 2020.
“More than 323,000 visitors travelled to NSW from North America in the year ending September 2014. These visitors stayed 4.3 million nights, providing a AUD 535 million boost to the local economy.
“This is a golden opportunity to showcase NSW to the lucrative US audience and we’ll work with TODAY’s producers to promote the state as a must-see tourism destination.
NSW Minister for Trade, Tourism and Major Events, Stuart Ayres, said the broadcast deal was secured by the NSW Government’s major events and tourism agency Destination NSW in partnership with Qantas.
He mentioned the Ellen DeGeneres effect in in 2013.
“We are looking to maximise the potential of this opportunity,” Ayres said.
“Destination NSW will work with Qantas to offer travel packages to further promote the state to US audiences.”
Qantas Group chief executive Alan Joyce said: “As the national carrier, Qantas is a big supporter of Australian tourism. The US is a key target market for our local tourism operators and Qantas is the number one choice for people travelling across the Pacific, so we’re excited to be working with Destination NSW to market Sydney to such a big audience.”
Edited by Peter Needham