LOS ANGELES -- The Australian Tourist Commission unveiled a
series of television spots as part of a multimillion-dollar
The 30- and 60-second spots, highlighting Australia's people,
are part of its three-year Brand Australia campaign, launched in
According to Lyndel Gray, ATC regional director, the Americas,
the campaign aims at building a global image of Australia as a
youthful, adventurous and exciting destination.
The new ads, called the Holiday spots, are designed to add a
sense of the unique Australian personality to the campaign, she
They start, for example, with a surf lifeguard commenting,"You
Americans work too hard." A farmer adds, "If you ask me, you could
use a holiday in a place made for it."
And an Aboriginal park ranger informs viewers that Australia is
a place "where the zoos and museums are always open."
The spots are airing on such cable channels as the Discovery
Network, the Learning Channel, CNN Headline News, the Weather
Channel and A&E.
The ads include a toll-free number, (800) DOWN-UNDER, for
destination information and brochures.
It is supported by a joint marketing program developed by ATC
and six Australian state and territory tourism offices, Qantas and
A series of 30-second spots featuring packages of five tour
operators, dubbed the Qantas Collection, are airing on the cable
channels and in newspapers in major markets.
Package prices, with air from Los Angeles, start at $1,399
through Aug. 31.
"The goal of the joint marketing effort is to increase product
awareness and demonstrate that a trip to Australia is affordable,
accessible and easy to organize," said Gray.