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International news: Tourism Australia readies new campaign

Tourism Australia will break a new international advertising campaign in October. The aim of the initiative is to raise awareness of the country as a travel destination. Television advertising will be produced by Basmark, the development company of film director Baz Luhrmann. The start of the campaign will coincide with the upcoming release and promotion of Luhrmann's feature film Australia. Supporting print advertising will be produced by DDB Worldwide. Cinema and online advertising will also be used. "We remain one of the world's most desired tourist destinations, but converting that desire into reality is becoming harder than ever for many travelers," said Nick Baker, executive general manager of marketing at Tourism Australia. "The need to create urgency and fashionability around a country's brand is stronger than ever and even Australia, which has long enjoyed an exceptionally high brand reputation, needs to keep its marketing fresh and compelling. The themes of romance and adventure, coupled with the power of the Australian land and people to transform, will resonate in the tourism campaign, as it does in the film."

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