Tourism campaign links with British TV channel in Australia

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SYDNEY--Australian Anglophiles are being targeted in an advertising campaign designed to promote Britain as the holiday destination of the future.

In a world first, the British Tourist Authority has joined forces with airline British Midland to run a five-week advertising campaign on pay TV broadcaster Foxtel's channel UKTV.

UKTV is programmed to cater to viewers with an interest in British television and carries such programs as The Bill, EastEnders, Blackadder, Fawlty Towers and the Young Ones.

The campaign theme "Britian: Now is the Time" is designed to position Britain as a preferred world tourism destination for the year 2000 and beyond. The joint campaign features exclusive sponsorship and association with UKTV program Castles of Scotland, with opening and closing billboards for each interstitial with a call to action number to BTA for information.

The campaign also features full page ads in Foxtel magazine, which is distributed to subscribers, a 30-second television commercial produced by UKTV to air on the channel and a direct mail component utilizing UKTV's database of 415,000 homes across Australia.

Copyright February 1999, Crain Communications Inc.

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