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Tourism Australia launches second ‘bloody’ advert
By Helen Patenall
The second phase of Tourism Australia’s Unique Australian Invitation campaign will be launched in the first week of October in the UK with TV, print and online activity.
The campaign is part of Tourism Australia’s £2m investment in the UK between September 2006 and June 2007.
The objective is to target the consumer during a key holiday planning period and influence them to choose Australia for their next long-haul trip.
It will showcase a range of Australian experiences, focusing on the participatory nature of the destination and inviting holidaymakers to get involved.
The new print advertisements will run until December 2006 in weekend supplements, including the Times magazine, Guardian Weekend and Stella, as well as in monthly magazines such as Conde Nast Traveller and Wanderlust.
A 30-second version of the advertisement will be aired on TV and on websites such as yahoo, MSN and Virgin.
Advertising agency M&C Saatchi designed the advertisements and media-agency Carat planned the advertising strategy.
The Broadcast Advertising Clearance Centre (BACC) banned the term ‘bloody’ from UK television in Tourism Australia’s (TA) phase one advertising campaign – titled So where the bloody hell are you? – in March, which provided aTA with significant free publicity. Details: www.tourismaustralia.com
The second phase of Tourism Australia’s Unique Australian Invitation campaign will be launched in the first week of October in the UK with TV, print and online activity.
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