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Australian Tourism Department Launches Campaign Focusing on Spas

Posted: August 26, 2009

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"Daylesford. Lead a Double Life" is an integrated campaign that will include public relations, television, cinema, online and print advertising elements to raise interstate awareness of Daylesford and position Victoria as the leading Australian spa destination.

The initial burst of campaign activity will take place from August to October 2009, with further activity scheduled throughout 2010 and 2011.

Television: The first screening of the television advertisement aired on Sunday, August 16 on all free-to-air networks in Sydney and Adelaide, as well as on SBS and subscription television stations.

Cinema: Screenings will focus on high-profile and arthouse cinemas in Sydney, Brisbane and Adelaide. Cinema advertising will also be supported by digilites in cinema foyers.

Online: Online activity will include search engine marketing, electronic direct mailouts, homepage buy-outs on nineMSN and the Fairfax network, banner ads on Yahoo!7, Gourmet Traveller, Harpers Bazaar and Fairfax news sites, and online promotion with the Sydney Morning Herald. The www.visitvictoria.com and www.visitvictoria.com/dmr pages on Tourism Victoria’s consumer Web site will also be further developed.