A different light for Japanese(1)

SYDNEY - Tourism Australia is targeting the Japanese with an A$8 million brand campaign in Tokyo. Designed to boost the number of Japanese tourists to one million a year by 2010, with tagline `Australia: a different light’, the campaign includes television commercials, outdoor advertising and a revamped web site. As reported by travelbiz.com.au, federal tourism minister Fran Bailey said Japanese visitors were an important part of Australia’s tourism industry. “Over the past few years, many Japanese have made the trek down under,” Bailey said. “What we want to do is to encourage these tourists to return to Australia and bring their friends.” Japan forms Australia’s second largest source market, behind New Zealand at over 720,000 tourists in 2004.

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