Australia Tops Harris Poll Again and Kick-Starts Record Campaign to Entice Americans Down Under.Business Editors/Travel Writers LOS LOS Length of stay, see there ANGELES--(BUSINESS WIRE)--Aug. 22, 2003 Americans have again voted Australia their number one dream vacation destination, and the Australian Tourist Commission (ATC ATC Air Traffic Control ATC Average Total Cost ATC Certified Athletic Trainer ATC At the Center (Hartford, Maine retreat center) ATC Applied Technology Council ATC All Things Considered ) plans to turn that dream into a reality. Today's release of the latest Harris Interactive Harris Interactive (NASDAQ: HPOL) is an American market research company that specializes in public opinion research using both telephone and surveys on online panels. The company is the product of a 1996 merger between the Gordon S. Black Company and Louis Harris & Associates. survey, which for the seventh year in a row saw Australia ranked the ideal international vacation destination, coincided with the commencement of a massive campaign which would "re-launch and reposition" Australia in the US market, ATC VP for The Americas, Michael Londregan said today. "This is a fantastic result for us and we're delighted that our country is so popular with Americans. But we know we have some pretty big challenges to convert the dream into actual visits." Mr. Londregan said the new campaign - costing a record $6.5m - was a departure from recent marketing strategies. "In the past our campaigns have shown Americans what they can see in Australia - this time we're going to add another layer," he said. The ATC's own research shows that while Americans want to go to Australia, they are not quite sure what an Australian vacation would entail entail, in law, restriction of inheritance to a limited class of descendants for at least several generations. The object of entail is to preserve large estates in land from the disintegration that is caused by equal inheritance by all the heirs and by the ordinary . "Koalas and the Sydney Opera House Sydney Opera House Performing-arts centre on the harbour in Sydney, Australia. Its dynamic, imaginative design by Danish architect Jørn Utzon (b. 1918) won a competition in 1957 and brought Utzon international fame. are attractive images - but on their own are they compelling enough to get someone to invest their annual vacation to visit?" Londregan said. "Americans know they can see the Sydney Harbour Bridge The Sydney Harbour Bridge is the main crossing of Sydney Harbour carrying rail, vehicular, and pedestrian traffic between the Sydney central business district (CBD) and the North Shore. - but do they know they can climb it? They know Ayers Rock Ayers Rock Rock outcrop, southwestern Northern Territory, Australia. Called Uluru by the Australian Aborigines and located in Uluru-Kata Tjuta National Park, it is 1,100 ft (335 m) high and may be the world's largest monolith. is a huge monolith in the Outback, but do they know it's the spiritual heart of the oldest continuous culture on earth - and that they can experience that culture one on one with the aboriginal people? "Our new campaign is based on the question 'Australia. Have You Ever?' We're inviting Americans to experience Australia, not just see it." The 'Have You Ever?' campaign is backed by a raft of two-week air and accommodation packages starting at under $2000 posted on www.australia.com. "We're also driving home the message that Australia is not as expensive as Americans often think - and it's very easy to plan!" |
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