Canada mounts tourism campaign in Australia

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TORONTO -- The Canadian Tourism Commission has targeted Australians with a new ad campaign, promoting Canada as the ultimate outdoor adventure destination for the entire family.

The campaign, created by Vickers & Benson Advertising of Toronto, launched in newspapers in Sydney, Melbourne and Brisbane, featuring images such as high flying snowboarders and close up shots of polar bears.

The ads use a theme park concept with headlines such as "Admit Two" and "Admit Family." Free vacation planners are offered through e-mail, a free phone number, and newspaper coupons to be mailed to the Commission.

The Commission has also tied up with Canadian Airlines International and includes a reference to the airline in ad taglines which read: "Go Canadian. Go to Canada. Go for the Real Thing."

Copyright November 1998, Crain Communications Inc.

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