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New Tourism Australia and Channel 7 domestic campaign launched this morning
Federal Minister for Tourism Fran Bailey launched a highly innovative, new domestic Tourism Australia TV and cinema campaign this morning in partnership with Channel 7, aimed at the Australian Experience Seeker Segment, and involving a whole phalanx of the Channel 7 stars we all know and love, including:
Dicko;
Mark Beretta;
Shelley Craft;
Laura Csortan;
Sonia Kruger;
Bruce McAvaney;
Grant Denyer;
Andrew O’Keefe;
Mike Whitney; and
Tom Williams.
Launching the “My Australia” campaign, Minister Bailey said, “This is a fantastic occasion and a very important partnership, with all these well know icon Ch7 personalities letting their masks slip by telling Australians about their own favourite Aussie experiences, what they feel and what this means to me.”
She added, “Tourism Australia is funded by the Federal Government to 
unprecedented levels to promote Australia internationally and domestically, but Australians have forgotten what a great country we have and what a great country we are”, adding, “This campaign is all about real Australians telling real stories to real Australians.”
Minister Bailey said that drought in regional areas meant that many in those areas were doing it tough, but this campaign was aimed at getting city Aussies out there and making their contribution to rural economies, adding “What we are saying with this campaign is get out there, experience your Australia, get back to your roots and do something really special for Australia.
She said, “The ‘My Australia’ campaign is all about saying to Australians, forego you overseas holiday or plasma TV in favour of a great holiday in your very own national backyard.”
The twenty 45 second vignettes will go to air on the Seven Network for six 
weeks across five capital cities, from October to early December and will be accompanied by cinema screenings, with a second burst of television and cinema activity taking place in early 2007.
[Right: two poms promoting Australia get together – Les Cox MD of AAT Kings and a cockney meets Dicko, a Brummie!]
The ads will direct consumers to the campaign web site: http://www.yahoo7.com/myaustralia, where the majority of the TV ads can also be seen.
Report by The Mole
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