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New Campaign Hopes to Lure Yanks Down Under

By Published on .

SAN FRANCISCO (AdAge.com) -- Australia is telling Americans "We Can't Wait to Say G'day" in a new campaign attempting to boost its tourism.

As part of the pitch to make travel to Down Under appear more affordable, the Australian Tourist Commission unveiled its new tagline in a TV and print effort promoting vacation packages for under $2,000.

The campaign, from Interpublic Group of Cos.' Dailey & Associates, Los Angeles, will run on national cable programming such as A&E, Bravo, E!, National Geographic and Travel Channel. The commission also has placed local spots in Los Angeles and San Francisco, key West Coast markets.

Dailey won the account, with billings of up to an estimated $10 million, last July following a review.

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