South Australia part of Daybreak Down Under

 

South Australia has been included on the itinerary of a media event that will bring one of the UK's most popular morning television programs and 100 viewers, including partners (family or friend) to Australia in November, the Minister for Tourism John Rau announced today.

 

The visit by Daybreak, which airs Monday to Friday on ITV1 and has an average daily reach of 4.1 million viewers, has been organised by Tourism Australia in conjunction with State tourism offices in NSW, Victoria, South Australia, Queensland and Western Australia.

 

 Mr Rau said the South Australian Tourism Commission had to convince producers the State could deliver exceptional tourism experiences to be selected as one of the five States to be featured.

 

"As a result of this effort, 20 of the winners, a host and crew members will be filming in South Australia in early November," he said.

 

Mr Rau said Adelaide and Kangaroo Island were the focus of the prize draw, but other SA destinations being featured on the Daybreak website include the Eyre Peninsula, Flinders Ranges and Fleurieu Peninsula, as well as our wine and coastal regions.

 

"We are thrilled that, after a successful presentation by the South Australian Tourism Commission's UK team, South Australia has been selected to be featured on ITV Daybreak, one of the UK's leading breakfast TV shows, as part of their Daybreak Down Under promotion," Mr Rau said

 

"This broadcast presents us with an excellent opportunity to showcase the best South Australia has to offer to the long haul travelling British public.

 

"We will be highlighting South Australia's beautiful natural landscapes, our accessible wildlife experiences, alfresco lifestyle and world-class wines.

 

"I am sure, as a destination, South Australia will extend to Daybreak and its audience a truly unforgettable experience."

 

Mr Rau said South Australia was deliberately and strategically using high-impact international media figureheads to reach broad audiences overseas.

 

"These people have a huge power of influence and, to have them talking firsthand about their South Australian experiences is an invaluable promotional tool," he said.

 

Tourism Australia Regional General Manager (UK and Northern Europe), Rodney Harrex believes Daybreak Down Under will inspire viewers to find out more about holiday options in Australia.

 

 "Daybreak has a huge audience reach and we're delighted that the team has decided to run this promotion, filming their viewers enjoying incredible experiences in iconic locations across Australia, Mr Harrex said.

 

"Building the emotional appeal to travel to Australia is crucial in a long haul market like the UK, and we know that programs like this that beam Aussie sunshine in to wintery British homes go down really well with Brits."

 

Daybreak will announce the winners on-air over the course of a week in October. The footage is intended to be shown on Daybreak in the week commencing 7 November.