Australia aims to draw tourists back in by asking them to think of going on a big vacation, as the country is set to reopen its borders
“This is a time to emphasize the idea of an adventure—a trip of a lifetime—that you can do in a moment,” said Lars Perner, assistant professor of clinical marketing at the University of Southern California’s Marshall School of Business.
The high-profile nature of the Super Bowl and the geographic proximity of Los Angeles to Australia made the telecast a logical venue for a statement that the country is open, Tourism Australia said.
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