Celebrities spruik Oz on BBC World

India - Tourism Australia has collaborated with BBC World to launch celebrity testimonial ads showcasing the travel experiences of well-known Indian personalities in business and entertainment.

The three segments will run throughout the day on BBC World's South Asia beam to complement Tourism Australia's 'So Where The Bloody Hell Are You?' advertising campaign, and 'Ttwo Australian cities for the price of one' Qantas airfare promotion.

Created by BBC World's Creative Solutions team, the Tourism Australia commercial presentations highlight the experiences and wealth that Australia has to offer as the destination of choice across three different travel categories: business meetings and incentive travel (MICE); adventure travel; and family holidays.

Sunita Rajan, vice president sales, Asia and Australia, BBC Global Channels, Asia Pacific said, "Our brief was to create a communications campaign that would address the business decision-makers, leisure travellers in search of new experiences and families looking for enriching family vacations."

She added that having the message communicated through personal experiences of such personalities would resonate well with the channel's audience of affluent internationalist Indian travellers.