G’Day USA Australia Rocks the Pier 2017
Australia Rocks the Pier 2017 was held on Santa Monica’s iconic pier featuring contemporary Australian rock artists Miami Horror and Cleopold and emerging Australian folk artist Georgi Kay and attracted an estimated 20,000 cheering fans!
More than a promotion of contemporary Australian music in the US market, Australia Rocks the Pier is an end-to-end promotion of brand Australia, including, food, tourism, wine and film. As the only nation to host a dedicated pier concert, this event provides a unique platform for organisations to promote their Australian identity to an influential California audience. Previous Australian performers have included Missy Higgins, Ben Lee, Kasey Chambers, Xavier Rudd, Ben from Cut-Copy, the DMAs and Jagwar Ma.
The Australian Consul-General, in association with Ausfilm and Wine Australia hosted a VIP backstage reception attended by key Californian music and film executives, US media reps and tourism operators. The exclusive event showcased Australian food and wine to US buyers and highlights Australia as a luxury tourism destination.