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Tourism Australia's campaign is a lesson in distinctive brand assets

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The Fear of Being American in Australia

There were fears that Americans would not feel welcome in places in throughout Europe. There was a desire to promote this sense that Australia was a place that would welcome you. It was very much about not being seen as a tourist trap destination. You wouldn't be judged for being American down here. In fact, you'd be welcomed with open arms. And that is all part and parcel of that warm and welcoming nature of Australian people.

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