Knowing that Sydney needed a boost in visitation from the U.S., our goal was to secure broader, more impactful coverage for the destination in a BIG way. And we definitely went big by securing a remote broadcast with lead anchor Savannah Guthrie on The Today Show!
Timing was key. With the knowledge that Savannah was born in Australia, LDPR approached producers with an idea to invite Savannah and her mother to return to her birthplace for the first time since she left as a special Mother’s Day segment, and as part of the coveted May “Sweeps Week” on NBC.
TODAY ran a live split show on with Savannah in front of the Sydney Opera House, and clips of Savannah and her mom enjoying iconic spots and fun personalities in and around Sydney. She even previewed the city’s famed VIVID festival, visited the famed Bondi Beach climbed Sydney Harbor Bridge. And to make this media partnership bigger and better, the agency worked with Qantas and other destination partners on a digital contest promotion “Wake up in Australia” on nbc.com
Huge impact on this top-rated morning show with 30 minutes of airtime, 50 unique syndicated placements. More than 4,300 entries were generated for the digital contest on nbc.com as well as 1,071 bookings and an estimated visitor spend of AUD 1.7 million for the “Savannah in Sydney” inspired travel packages! Overall, Sydney saw an 11% increase in visitation from the US market that year.