TOURISM AUSTRALIA READIES CANADIAN ADVERTISING
By Adnews Staff
Tourism Australia is preparing a $500,000 Canadian marketing campaign. The initiative is part of a larger US$15 million North American marketing campaign that began yesterday. The creative uses the tagline, "Australia. A different light." "Our hope for this new brand positioning is that it adds more depth to the peoples' understanding of what Australia is and what makes it different from other countries," said Michael Londregan, vice-president for the Americas of Tourism Australia. "And that in doing so it inspires them to make their dream of an Australian vacation a reality." The North American campaign includes television, newspaper, magazine, online and cinema advertising as well as public relations and trade relations. In Canada, the campaign will include mainly television and newspaper advertising, both breaking next month. The television ads will run for two months. Print advertising will run until mid-February.