Irwin and Crowe tribute in Australia US promotion

Media reports over the weekend say that plans to include a memorial to Aussie icon Steve Irwin as a centrepiece of a massively expanded Australia Week promotion in the US, will be unveiled this morning with the highly successful G’Day LA Australian trade and tourism marketing promotion to be also rebranded G’Day USA, not only to take place in Los Angeles but also in New York and with the provision of a new website.

Irwin, who took part in previous G’Day LA events will be honoured with a tribute and will also receive a posthumous lifetime achievement award for his work in tourism and conservation at a gala function that will also honour actor Russell Crowe.

The Australian Consul-General in New York, John Olsen, will reveal a massive upgrade of the promotional event that began three years ago as a dinner for expatriate Australians promoting Australia in California, with previous events featuring concerts by Aussie artists including Olivia Newton-John, AFL games and golf tournaments.

Mr Olsen will also reveal this morning that the Ford modelling agency will use the creations of eight emerging Australian designers in the final of its global Supermodels of the World modelling talent quest and The Wall Street Journal will carry a supplement devoted to Australia.

Mr Olsen said the promotion was expanded to include New York to take advantage of the number of media outlets in the city, adding, “Given the media concentration in New York, that then means our marketing message will really go right across the US”.

Mr Olsen added that based on the success of the LA promotions, he expected participating companies would benefit from increased interest across the US, saying, “If we execute the events successfully and we do the promotion appropriately, we will reap the rewards of the extraordinary effort

Among events and partnerships expected to be unveiled this morning are: –

A Priscilla Queen of the Desert extravaganza;

A Travel & Leisure Channel golf day with Ian Baker-Finch;

An East Asia trade and investment forum;

An energy and climate forum;

Partnership with the Golf Channel;

A competition run by the IFC Centre calling for short films based on Australia;

A lunch promoting Australia’s financial services sector;

Consumer and trade wine shows and a concert featuring Newton-John, Hugh Jackman and other Australian stars.

G’Day USA will run from January 11 to January 20.

Report by The Mole