Tourism Australia – fy24/25 Activity
Strengthen Tourism Australia’s presence in Canada by building and fostering destination awareness through a multifaceted approach, including an always-on Press Office strategy, IMHP, engaging events, strategic brand partnerships, and sustained advocacy efforts.
APPROACH
Always On Press Office: Thanks to extensive pitching efforts, Faulhaber secured 330 media placements over the fiscal year, generating over $18 million in estimated advertising value. This coverage spanned top-tier national and regional outlets, helping to significantly boost brand visibility and engagement across key markets
IMHP & Advocacy: Through Tourism Australia’s International Media Hosting Program, we had the opportunity to send six top-tier Canadian journalists to explore the country firsthand, resulting in a series of meaningful, firsthand stories. In addition, we partnered with content creator Allana Davidson (@allanaramaa), who traveled to Melbourne in January 2025 to experience and share her journey at the Australian Open.
Events: In June 2025, Faulhaber brought Down Under Up North to Vancouver—an in-market event that saw Australian chef Clare Falzon collaborate with Burdock & Co. on an Australian-inspired menu. The evening welcomed top-tier media and content creators who had the opportunity to savour the flavours of Australia and learn about exciting upcoming offerings, thanks to Tourism Australia’s presence in the market.
Top tier earned media coverage include: ELLE Québec, Post Media, The Globe and Mail, Le Devoir and Global News.
Canadian visitation to Australia has recovered to 87% of pre-COVID levels, and has increased by 5% from 2023 to 2024.
- 141M+ Organic Media Impressions
- $18M+ Estimated Ad Value
- 23M+ Social Media Impressions
