THE AUSTRALIAN Tourist Commission launches a new advertising campaign on
Monday with the tagline ‘Stop dreaming. Start packing.’
The £850,000 campaign, which is co-sponsored by Singapore Airlines, will
be rolled out in the national press, onto the large Transvision image screens
at Victoria and Waterloo railway stations and on London Underground’s X-trax
billboards.
Key images shown include the Bungle Bungle mountain ranges in Western
Australia, a Sydney harbour panorama and the Great Barrier Reef. The ATC’s
website address, www.australia.com, and telephone number are included in the
ads, which will indirectly feed enquiries to Aussie Specialist agents.
International arrivals to Australia to August 2001 showed an increase of
3.1% over August 2000, with the UK showing 10.2% growth. Manager market
development Europe Rodney Harrex said there have been very few cancellations
between now and Christmas and remained positive about arrivals despite the
current climate.
“Business looks solid, bookings are good, loads are healthy and website
hits are quite high,” he said.
*The ATC
is to attend this year’s World Travel Market in November, despite having pulled
out in June. Harrex said it needed to show the trade its support now more than
ever.