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Amex Australia walkabout brings heavy hitters.



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Media Release The Hon Fran Bailey, MP

5 May 2005

AMEX AUSTRALIA WALKABOUT BRINGS HEAVY HITTERS

As part of the partnership between Tourism Australia and American Express, 50 senior company executives and retail agents will be undertaking the Amex Australia Walkabout to learn more about Australia as a tourism destination.

“The visit by such influential tourism executives is a major coup for the continued development of the United States as a major tourism market for Australia, with enormous potential in the high yield luxury market,” the Minister for Small Business and Tourism, Fran Bailey, announced today at the Victorian Tourism Conference.

The Amex Australia Walkabout will include visits to Melbourne, Yarra Valley, New South Wales and Queensland. The visit from 50 senior company executives and retail agents will include:

• Ed Kelly, President and Chief Executive Officer, American Express Publishing Corporation • Ellen Asmodeo-Giglio, Vice President and Publisher, Travel + Leisure • Janet Libert, Editor in Chief and Publisher, Executive Travel Skyguide • Julie McGowan, Senior Vice President and Publisher Food and Wine • John Rodenburg, Vice President and Publisher, TRAVEL + LEISURE GOLF Magazine

“The Amex Australia Walkabout should spur on even more interest in Australia from Amex Card Holders who read about the journey or listen first hand to the great experiences enjoyed by retail agents,” Fran Bailey said.

As part of the partnership, two million Amex Card Members have already been targeted as best possible prospects to visit Australia. One direct mail piece to 407,000 CardMembers coincided with a 200% increase in their card usage in Australia.

“Since the partnership began, the number of Amex Card Members visiting Australia has increased by 13 per cent,” Fran Bailey said.

“The partnership between Tourism Australia and American Express is worth its weight in gold, offering Australia access to some of the most desirable potential travellers in the highly competitive US market.”

In 2004, 433,000 Americans visited Australia spending one billion dollars.

Media Contact: Kevin Lowe, 0408 404 468 or 02 6277 7450