Anticipate a sharp increase in Australians walking the streets of the French Quarter in the near future.
Last week a popular Australian morning show, "Sunrise", was broadcast from New Orleans to its home audience as part of its first-ever “Mystery Tour” series. The show, which is similar in concept to a "Good Morning America" or "Today Show" in the U.S., flew its hosts and four contest-winning viewers to tour the U.S. Each day was filmed in a different state, chosen by vote and kept a mystery until it was time for the crew to travel. Before revealing New Orleans, the show was filmed in Hawaii, California, Nevada and Texas.
New Orleans was part of the “Southern States” segment and was in competition with Atlanta and Nashville to win the coveted main broadcast.
The New Orleans Convention and Visitors Bureau (NOCVB) began working with destination marketing agency Brand USA months ago on this opportunity. The timing of the broadcast with the start of French Quarter Fest made for a perfect synergy. The weather was on our side as well.
“This was an opportunity for us to reach millions of Australian visitors with a compelling invitation to come and visit New Orleans,” said Stephen Perry, president and CEO of NOCVB.
Explaining the strategy behind the work, Perry said, “Media activations like this are impactful in communicating with broad audiences in a format that goes way beyond what a paid advertisement could do for us. The city looked terrific and we expect this exposure to drive visits from down under to New Orleans.”
NOLA put on a show as only we can. The live broadcast was filmed at Washington Artillery Park with the beautiful St. Louis Cathedral as the backdrop on the afternoon of Thursday, April 6, Friday morning in Sydney, Australia.
The prearranged talent for the broadcast included the Preservation Hall Jazz Band, Mardi Gras Indians, Audubon Nature Institute alligators, Brennan’s bananas Foster demo, Café Du Monde beignets and a tarot card reading. The show closed with a second line led by the dapper Darryl Young, better known to most as Dancing Man 504.
The news of the broadcast and choice of Sunrise viewers was no surprise to Australian Claire Stewart. A former resident of New Orleans and member of Mid South Women in Tourism, Stewart said, “Australians love to have experiences, enjoy culture, music, art, food, good people, adventures and something out of the ordinary. New Orleans is all of that and a little more…it’s had 300 years to perfect! Australians truly have a love and fascination with NOLA, and we have so much in common.”
Clips of the broadcast can be seen here:
Opening scene & FQF Second Line
Tarot Card Readings, Café du Monde
Behind the scenes recap of the week New Orleans is featured from 2:55 until the end.)
