Australian Tourism Commission – May 2007

People like to vacation in the summer and what better place to travel than Australia?! Australia’s international tourism campaigns have largely centered around the image of Australia as a wild , almost uninhabited continent, with all manner of exotic scenery and wildlife, endless beaches, large coastal cities and friendly, relaxed locals.Advertising is often criticized in Australia as presenting an unrealistic and embarrassing image of Australians and Australia as unsophisticated and uncultured but the approach seems to have succeeded in attracting visitors. Most countries like to promote themselves with simple slogans about exploration or beauty but Australia likes to be different and offers the world a unique slogan about their beautiful country. So, in May (when you’re planning your vacation), please take into account Australia’s new tourism slogan that will be sure to persuade you to come and visit their country.

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