The Australian Tourist Commission has invested £57m in a three-year global advertising campaign.
A series of TV advertisements for the UK market were launched last weekend on ITV, Channel 4 and a variety of satellite channels.
The adverts primarily target young independents between 25-35 with the catchphrase ‘Discover the Other Side of Yourself’.
ATC manager marketing communications, Europe, Pia Byrne said: “Through the combined budgets of ATC and Singapore Airlines, we have one of the biggest campaigns ever with a total media spend of £1.6m for 1999 – twice as much as last year.”
Regional director Andrew Richards added: “Previous TV advertising campaigns have shown people what they can see and do in Australia. This campaign goes a step further in showing the core benefit that a holiday in Australia can offer – freedom.”