Australian model Jye Williams, right, pictured with Sarah Hyland in a scene from the TV series Modern Family.
Australian model Jye Williams, right, pictured with Sarah Hyland in a scene from the TV series Modern Family. Network Ten

Tourism hopes rest with Modern Family

WHEN that money shot of a Qantas plane soaring through the clouds flashed up during Channel Ten's broadcast of the Modern Family episode shot in Australia last week, you could almost hear the airline's revenue increasing.

Almost 9.6 million Americans saw the show, part of a massive 100 million total audience expected to see it worldwide.

All the iconic Aussie favourites were on show, including Bondi Beach, The Rocks, Sydney Opera House and the outback. The episode laid on cliché thicker than Vegemite on toast, but what does it matter if it turns out to be a superlative ad for the country's tourism charms.

Tourism minister Jann Stuckey said the Queensland Government through Tourism and Events Queensland had partnered with Qantas Airways on a joint marketing campaign to promote the state's destinations and visitor experiences through the show.

"Queensland provided the perfect backdrop for the show with the cast filming scenes on the Great Barrier Reef and Hayman Island earlier in the year.

"The US Modern Family vacation-themed campaign will help maximise the exposure and promotion of Queensland-themed holiday packages to deliver a real benefit for tourism operators.

"The campaign, which includes online advertising and digital commercials, will keep Queensland top of mind amongst Americans looking to plan their own family vacation."

About 160,000 US visitors headed to Queensland in the year to September 2013.

"The Newman Government is working hard to maximise visitor numbers to Queensland and achieve our goal of doubling annual overnight visitor expenditure from $15 billion in 2010 to $30 billion by 2020," she said.

"High-profile programs such as Modern Family are influential tourism marketing tools encouraging viewers to travel."



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