NEW YORK--The Australian Tourist Commission launched what it
believes is the first Internet advertising campaign by a national
Banner ads are appearing on 54 Web sites and four search engines
through February at a cost of $300,000. The ads link consumers to
ATC's site at www.australia.com and to its travel club.
By joining the ATC's travel club, formed last March and
displayed on its first pages, consumers can get information on
special packages. Information on browsers who join is referred to
two Aussie Specialist travel agents in their area.
"The program is another step in our integrated marketing effort,
not only to bring people to Australia but to strengthen our Aussie
Specialist relationships," said Lyndel Gray, ATC's regional
director for the Americas.
"Our strategy is to drive people to the Web site so they can get
a virtual experience and find out who can help them book," she
ATC has about 1,500 Aussie Specialist agents who complete the
ATC certification course and pay an annual fee. ATC said the sites
chosen for ads are geared to five cities: New York, Los Angeles,
San Francisco, Toronto and Vancouver, British Columbia.