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Work Involves Advertising in Asia, Europe and North America

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SAN FRANCISCO ( -- Australia, seeking to get more tourists for its marketing dollar, has started a search for two global agencies to handle creative and media planning and buying for a global tourism ad campaign.
Tourism Australia needs agencies for its ad accounts in Asia, Europe and North America.

Scott Morrison, managing director of Tourism Australia, the government's tourism board, said he is looking for greater consistency and integration in the global ad message, as well as agency networks with "with a strong presence in all our key regions, including Australia, which will complement our domestic and international marketing activities."

Asia, Europe, North America
Those markets include Hong Kong, Los Angeles, London, New Zealand, and Tokyo. In addition, the network needs to be able to service Canada, China, Germany, France, India, Korea and Singapore, among others, Mr. Morrison said in a statement.

In an announcement on its Web site, Tourism Australia said it has begun a bidding process for agencies to handle global advertising creative as well as media-planning and -buying services. Billings on the account are estimated at as much as $47 million.

Tourism Australia began a campaign in May 2004 nationally and in Singapore and the U.K. themed "Australia. A different light," from Omnicom Group's Whybin Lawrence TBWA, Sydney, an executive with the agency said. That theme has been rolled out to other nations.

Account roster shops
Other agencies on the Tourism Australia account roster are Interpublic Group of Cos.' Dailey & Associates, Los Angeles; Delaney Lund Know Warren for creative and BJK&E for media-buying in Europe; and Navigator in New Zealand.

Omnicom's OMD handles media-buying for Asia.