Titled 2 Aussies in Cali, the four-part comedic travelogue series launches today and follows an unlikely pairing – quick-witted and selfie-adverse comedian, Rhys Nicholson (@rhysnicholson) and polished, world-famous travel influencer, Tara Whiteman (@TaraMilkTea) as they discover the depth and breadth of experiences available in the two cities.
The campaign – also in conjunction with Visit California – aims to reinforce California's reputation as the most convenient gateway into North America. With over 30% of Australian visitors combining Los Angeles and San Francisco into the same holiday[1], Australia is perceived as an important market for both cities, welcoming just under half a million[2] and 200,000[3] Aussies in 2018, respectively.
Rhys and Tara were selected due to their different points of view and storytelling expertise. Rhys' comedic reputation and his work within the LGBTQI community, coupled with Tara's influence in the travel and social media sphere, provide an interesting contrast and entertaining dynamic on camera, while showcasing the best of both cities.
To bring the content to the Australian market, Los Angeles Tourism, San Francisco Travel and Visit California have partnered with Flight Centre and Nine Media. Teaser content and the 6-minute episodes will roll out weekly from the 26 March over a four-week period. Flight Centre has created a dedicated microsite www.flightcentre.com.au/2AussiesInCali that delves into the cities' world-class culture, art, music and diverse cuisine offerings – proving that one visit is never enough.
“Los Angeles is a global creative capital overflowing with one-of-a-kind experiences that Rhys and Tara bring to life in this campaign with their own brands of humour and energy,” stated Don Skeoch, Chief Marketing Officer for Los Angeles Tourism. “We want to build on the strong affinity between Angelenos and Aussies to inspire more of our friends from 'Downunder' to plan an L.A. vacation.”
San Francisco Travel Association President and CEO, Joe D'Alessandro, also commented, “Food, fashion and fun are collectively what Rhys and Tara are all about, a perfect match with San Francisco. We're thrilled to have this dynamic duo explore our colourful city and help encourage Aussies to discover all that's on offer, whatever their tastes,”
“I've always wanted to go to the USA's west coast but wasn't exactly sure what it was going to be like or what I should do,” commented Rhys Nicholson. “As it turns out, California is like America giving you a warm long hug and whispering "everything is going to be ok”. L.A. and San Fran aren't the types of places you need to plan out a bazillion things to do every day. I reckon you can just wade in and let the cities open up to you. Just standing on the street feels like you're immersed in culture. And eat. Eat all of the food. The food you guys. I'm seriously considering defecting to a Cali life.”
To view the 2 Aussies in Cali trailer, teasers and episodes, please see here: www.flightcentre.com.au/2AussiesInCali
Aussies can also follow the journey via Rhys Nicholson (@rhysnicholson), Tara Whiteman (@TaraMilkTea), L.A. Tourism (@discoverla), San Francisco Travel (@onlyinsf) and Visit California (@visitcalifornia) Instagram channels, with all content united with the hashtag #2AussiesInCali.
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