My Australia brought to you by TIME and Tourism Australia launched
TIME and Tourism Australia have launched the My Australia campaign, a joint initiative to remind holiday-minded Australians of the beauty and tempting possibilities of their home country.
The campaign opens with a 36-page magazine, My Australia, which contains captivating images shot by TIME’s award-winning photojournalists, accompanied by evocative stories and photographic tips from the professionals. This special supplement will accompany last week’s issue of TIME magazine, and will also be available free of charge in selected Australia Post outlets from this week.
The issue also launches the My Australia photographic competition, in which readers of the magazine can take on the professionals by sending in their best photographs of Australia. The winning entries will be featured in TIME throughout the 12 weeks of competition, and will appear in a dedicated photo gallery on the time.com website.
They will also be considered for inclusion in the 2008 My Australia calendar.
Steve Waterson, editor of TIME Australia said,“We are delighted to be involved in this partnership, an exciting first for TIME. Tourism Australia were looking for something a little different from the standard tourism brochure, and that opened the door to TIME’s world famous style of photojournalism.” “When our photographers take a break from their usual diet of international news and focus their lenses on home, the result is provocative, engaging and inspiring.”
“It makes me want to get out and see more of this remarkable country, and I hope it does the same for our readers.”
Tourism Australia sees TIME Magazine Australia as a natural fit with its domestic strategy of lifting the aspiration and knowledge of Australia as a holiday destination by showcasing unique Australian holiday experiences through credible media content.
Partnering with TIME Magazine has brought to life, through stunning imagery and inspiring editorial, some of the amazing holiday experiences that Australia has to offer.
Tourism Australia looks forward to sharing the personal holiday experiences of other Australians that will be submitted in response to the My Australia photo competition.
Report by The Mole
John Alwyn-Jones
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