Tourism Australia and Virgin Australia have launched a $4 million joint marketing campaign aimed at luring Americas to Australia. The digital and TV campaign will run from 22 February to 24 March 2015. Advertisements will air during the Oscars pre-show and during the Oscars coverage on Good Morning America. There will be customised ads appearing on the Huffington Post and Los Angeles Times, with takeovers on Yahoo!, USA Today and the Wall Street Journal all focusing on driving traffic to the Australia.com website. The ultimate goal of the campaign is to build upon the growth from the US market by delivering compelling destination messages and great travel offers to affluent, middle-aged leisure travellers in ten of America's key states. In 2014, the US was the fourth largest international market to Australia, with 537,600 arrivals during the year ending September, representing a rise of 10.8%.