Australia targets UK in £150m tourism push - 21-May-04.: " The first burst of advertising is due to run for a month from 26 May followed by a second in the autumn.

The promotional activity will include advertising on TV, online and billboards around London.

The campaign will use the tag line 'Australia. A different light'.

ATC marketing director Europe Emma Bradley claimed the new Brand Australia approach was "a major shift away from traditional 'picture postcard' destination marketing and one which we feel our trade partners will be able to embrace".

She added: "In recent years our campaigns have focussed on 'persuading' people to visit Australia by overcoming the perceived barriers auch as cost and time. While we believe consumers will now consider visiting Australia for their annual two week holiday at the very competitive prices available, the new campaign is a move away from this rational marketing approach. We now aim to inspire people and build such an emotional drive that the barriers fade into insignificance."

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Get connected to these guys who have massive mailing lists (and more...): "The lesson from this - want a quick boost to get you started launching your product? Get connected to these guys who have massive mailing lists!"

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Scott Buresh, of Medium Blue Internet Marketing has a good article over at Marketingprofs.com this week. With Yahoo! introducing a new version of their paid inclusion program an other search engines adjusting, or even dropping theirs, Buresh explores the importance of natural, or organic search listings.
Natural Search: The Great Equalizer: "Natural Search: The Great Equalizer
by Scott Buresh May 11, 2004 " Why is natural search important?

Savvy searchers who understand the difference between paid and natural results are more likely to hold the natural results in a higher regard, much like a person reading a magazine would probably be more positively influenced by an article about a particular company than by a paid advertisement from the company.

To most huge corporations, search engine optimization is often a very small piece of an enormous puzzle—and it is a piece they have been doing without for years. The necessary steps required to fully embrace the channel are often enough to stop any well-intentioned initiative in its tracks.

As most search engine optimization experts will tell you, some of the most egregious search engine mistakes are consistently made by household-name companies—leaving their smaller, leaner competitors the opportunity to take full advantage.

So, remember just 'cos the big boys do something does not necessarily make it clever or right....

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DidTheyReadIt: You Sent It, But Did They Read It?E-mail tracking service ready to go

E-mailers can know when, whether and even where you read their messages, according to Rampell Software. The company plans to formally launch a message-monitoring service called DidTheyReadIt?

The service costs $50 a year. To use it, register on the Web site and attach the phrase "didtheyreadit.com" to the end of an e-mail address. The tracking is invisible to recipients, according to Alex Rampell, the Cambridge, Mass.-based firm's CEO. Here's the Web site.

Rampell said Didtheyreadit can be used by, among others, job applicants to make certain their resumes were received by employers and not shunted into junk e-mail folders. Similarly, parents can make sure their children are reading messages. "It gives you a piece of mind and that's what our software does," he said. Interview with Rampell.

Rampell also expects some controversy. Several critics have said the service is an invasion of privacy. "People thought Caller ID was an invasion of privacy too," he countered. "New technology brings with it increased risks and also increased responsibility for people who use it."

Mail Read Information
To: StefanoCappello@aol.com
Subject: Are you there?!?!
Sent On: 02/05/04 (4:17PM)
1st Opened: 02/05/04 (11:18PM)
Tracking Summary
Total: Opened 1 time by 1 reader
Tracking Details (latest first)
Opened: 02/05/04 (11:18PM)
Read Duration (approx.): 00:00:18
Location: (RO) ROMANIA, -, - Show Map
Organization (ISP): ROMANIA DATA SYSTEMS
Opened On: 81.196.229.49 (81.196.229.49)
Language: en-us
Browser: Mozilla/4.0 (compatible; MSIE 5.01; Windows NT 5.0)
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