It definitely applies to downloads, wherever you are in the world... I'm going to be spending some quality time on the StyeArc website.
If you're ordering paper patterns outside Australia you're probably best doing it via Amazon anyway, even though the discount is slightly smaller.
Oh - and don't forget that you'll still get your choice of one of two patterns free (if you're ordering from their website) when you place an order, even with the sale discount.