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Australia shines in London

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THE HON STEVEN CIOBO MP Minister for Trade, Tourism and Investment



14 March 2017

London’s iconic black cabs have been wrapped in iconic Australian images as part of Tourism Australia’s campaign to attract more British visitors down under for the Gold Coast 2018 Commonwealth Games.

The campaign kicked off in London overnight to coincide with the launch of the Queen’s Baton Relay as it begins its journey through 70 countries and territories before it arrives on the Gold Coast for the 2018 Commonwealth Games.

More than 50 London cabs will be wrapped in Australian images that encourage Brits to swap the cold for Gold in 2018. Today, the Evening Standard newspaper, which is distributed to almost one million Londoners, will also be wrapped in Australian images. The cover wrap will showcases Surfers Paradise, Burleigh Heads, Mount Tamborine and the Gold Coast Hinterland.

We want to create a sense of Australia as Londoners go about their daily commute. We want to make sure they know there is a sunny sky, blue ocean and golden sand waiting for them in Australia. We want them to know they can swap the cold for the Gold.

The United Kingdom is Australia’s third largest inbound market for visitor arrivals and for visitor spend. It is predicted to be worth between $5.5 billion and $6.7 billion by 2020. The 2018 Commonwealth Games provides us with a great opportunity to promote the Gold Coast and increase international visitation.

Major events play a key role in deciding where to holiday, with just under a third of British people choosing to align their holiday with a major sporting event. A OnePoll survey carried out late last year found that Australia is the number one destination Brits most want to visit for a major sporting event. We also know that March is a peak booking period for British people looking to plan their next holiday, so this campaign is perfectly timed.

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