Wine Australia and Tourism Australia have partnered for a $36 million marketing campaign which will try and entice Americans to visit Australia’s wineries.

The campaign was launched Sunday 4 February 2018 US-time with a Super Bowl ad featuring Australian celebrities Chris Hemsworth and Danny McBride enjoying the nation’s wines.

The campaign is part-funded by the Australian Federal Government’s $50 million Export and Regional Wine Support Package.

The package aims to bring in up to 40, 000 additional international tourists to Australia’s wine regions by 2019-20, delivering an estimated $170 million to the economy.

Chief Executive Officer of Wine Australia, Andreas Clark, said the US campaign is the perfect opportunity to showcase Australia’s wineries to a engaged audience.

“This campaign puts the spotlight on contemporary Australia and we hope it inspires Americans to discover the beauty and sophistication of our wine regions and try some exceptional Australian wine,” Clark said.

“The Super Bowl has the largest reach of any advertising platform in the USA, with more than 100 million Americans tuning in across the USA and many millions more people globally.”

Assistant Minister for Agriculture and Water Resources, Anne Ruston, said the new ad will further strengthen one of Australia’s most important industries.

“The Australian wine sector has enjoyed significant growth in recent years and the $50m Package aims to build on this, with an ambitious agenda of targeted activities, including marketing campaigns in the USA and China,” Ruston said.

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