The campaign, created for the Australian Tourist Commission by Delaney Lund Knox Warren, breaks on Saturday targeting first-time visitors by highlighting accessibility, with a two-week holiday costing as little as 拢1,200.
In the 40-second television spot, viewers will be challenged to "have two weeks on the beach, or two weeks in Australia". It will show experiences such as climbing the Sydney Harbour Bridge and diving on the Great Barrier Reef, to the soundtrack of the Welsh band Manic Street Preachers performing 'Australia', taken from the band's massive 1996 album 'Everything Must Go'.
Media for the campaign was bought by BJK&E, and the ad will screen on all the terrestrial commercial channels as well as Sky Digital. The three-month campaign will also include ads in most national broadsheets.
Paul Davies, European marketing director for the Australian Tourist Commission, said: "Australia is consistently top of the polls when it comes to the most desirable holiday destination. However, our market research has shown that the consumer feels that they need a lot of time to see all of Australia rather than thinking about taking in a few regions for a shorter period of time.
"This campaign directly addresses this issue and is particularly targeted at young professionals who have the disposable income and can only take two weeks' holiday at a time."
Last August, the Australian Tourist Commission appointed five people to its marketing department in London ahead of the drive, including Amanda Gatehouse, previously global advertising manager for BA, as European advertising manager.
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