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Qantas teams with The Bold and ...

Qantas teams with The Bold and the Beautiful to promote Australia

The Bold and the Beautiful - a popular US daytime soap opera - is set to feature the shores of Australia in a forthcoming episode that commemorates a major anniversary. 

National carrier Qantas has teamed up with the long-running soap to help promote these Australian destinations. 

From February 12th-17th, the cast and crew of the series will be brought to Australia by Qantas to film several episodes of the world's most-watched daily drama. 

This partnership between the tourist body and the TV series comes in the wake of other successful work partnerships with US productions such as The Oprah Winfrey Show, The Ellen DeGeneres Show and Modern Family.

These can prove very effective marketing strategies, as Qantas saw a 22 per cent spike in booking levels from the US following the inclusion of destinations on The Ellen DeGeneres Show.

Visibility will not be limited to the US, as The Bold and the Beautiful is broadcast to more than 100 other countries all over the world, including Italy, France, Australia, South Africa, Canada, Switzerland and Fiji.

On March 23rd 2017, The Bold and the Beautiful will celebrate its 30th anniversary - and it has an estimated global audience of 30 million per episode. 

Olivia Wirth, Qantas Group executive for brand, marketing and corporate affairs, said her organisation is excited to be bringing Australian destinations to the attention of the show's large audience. 

"This is a terrific opportunity to promote Australia, by featuring it in one of the most popular TV programs in the world," she commented. 

"We know from our experience with other successful shows that there is a spike in inquiry levels on [our website] when these programs go to air, which then helps translate into more visitors in the months that follow."

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