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New global advertising agencies for Tourism Australia.

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Media Release The Hon Fran Bailey, MP

15 July 2005


M&C Saatchi and Carat have been appointed as global advertising agencies for Tourism Australia, Minister for Small Business and Tourism, Fran Bailey announced today.

Following an intensive and thorough evaluation process which attracted more than 20 worldwide agencies, M&C Saatchi will be appointed to provide global creative services, while Carat will be responsible for Tourism Australia’s global media planning and buying services.

The combined value of these contracts is approximately $25 million over three years and will manage an additional $60 million per year in advertising activity for Tourism Australia. The agencies will work on all Tourism Australia’s marketing activities - domestic and international - as well as special interest areas such as business tourism and events.

The Australian Government is investing $453 million to strengthen the Australian tourism industry, including an additional $120 million for international promotion, by promoting Australia as a world-class destination overseas and encouraging more Australians to holiday at home.

“The tourism industry is responsible for more than 500,000 jobs in Australia. Tourism Australia has a clear plan to see more tourism jobs generated by working to increase the revenue that is generated from tourism and ensuring the economic benefits of tourism are spread throughout Australia,” Fran Bailey said.

“The appointment of these new global agencies is a critical component in Tourism Australia’s new three-year strategy.”

Media Contact: Carley Griffith 02 6277 7450 or 0419 840 452