INTERNATIONAL: Communicor set to steer Australia to French tourists

PARIS: The Australian Tourist Commission (ATC) has hired Parisian

agency Communicor in a bid to improve awareness of Australia as a

tourist destination in France.



Four agencies took part in the review, including incumbent Grayling,

which has held the account since the previous review three years

ago.



Under Australian law, state tenders must be reviewed every three

years.



The Commission has employed a designated French agency for the past ten

years.



ATC PR and promotions manager Kate Kenward said the Australian

connections of the agency, including MD Anthony Hardingham, swayed the

decision: 'We wanted an agency with an Australian background as we felt

it was very important that they understand the nature of the beast.'



She added that the purpose of the account would be to 'increase

awareness of the destination itself and that it is affordable and

accessible from France'.



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