ATC launches innovative way to promote the 'Real Australia'

Australians are being given the chance to feature in tourism campaigns to promote Australia around the world as a holiday destination, with the launch of an innovative new competition today.

The "Real Australia" competition, to be run by the Australian Tourist Commission (ATC) and Kodak, calls on Australians to submit their favourite photos that include people - with the winning shots to appear in promotions across the globe.

ATC Managing Director Ken Boundy said today that the ATC hopes to be inundated with photos of Aussies to feature in upcoming promotions overseas.

"We are continually told by international visitors that the highlight of their trip to Australia was meeting the wonderful people, and our research supports this," Mr Boundy said. "We want photos that showcase the friendly, welcoming free-spirited Aussie character, as well as the multicultural diversity of our community."

"What better way to show the Australian spirit to the world than by using photos of our people taken by everyday Australians in our advertising campaigns.

"We're calling on the nation to enter photos showing real Aussies enjoying our country's diverse locations, from beaches to cities, mountains, rainforests or the outback. For example photos of family BBQs and picnics, days at the races, relaxing at the beach, or daredevils skydiving.

"Tourism promotions have included various images of everyday and famous Australians since the 1930s, including Paul Hogan in the 1980s and more recently Ian Thorpe. We want to find the next face of Australia."

Mr Boundy said the campaign provided the opportunity for all Australians to have their faces used in advertising campaigns alongside those of world swimming champion Ian Thorpe, supermodel Megan Gale and five-time world champion surfer Layne Beachley - who are all Australian Tourism Ambassadors.

Australian swimming star Ian Thorpe today said he felt honoured to promote his country in Japan and inspire travellers to visit Australia.

"As Australian Tourism Ambassador to Japan I have featured in ads across the country, encouraging the Japanese to come to Australia. This competition  provides the opportunity for all Australians to become Tourism Ambassadors," he said.

"All Australians should be proud of their country and willing to help promote Australia as a great getaway. Australians know that this country provides the best holiday on earth - and we should all get involved to show the rest of the world what we have to offer."

Kodak Corporate Communications Manager, Glenn Campbell, today said that the competition provides a unique opportunity for people to celebrate their photography skills.

"We're looking for sharp photos which capture the essence of our country - photos of Real Australia," Mr Campbell said.

The Real Australia competition will run from 15 September - 31 October 2003. The winner of the competition will be announced on November 21, and will win a trip to the Great Barrier Reef.