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Prepare for an onslaught of ads touting the land Down Under.
D’Arcy Masius Benton & Bowles today breaks its first global effort for the Australian Tourist Commission, backed by a three-year budget of $150 million.
Dubbed “Meet the Locals,” the campaign consists of nine TV spots in 15- and 30-second executions. Each focuses on the local color of Australia and its people, which agency research proved is a major factor for Americans in deciding to visit the country.
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