The award was presented to Tourism Australia for the "Australia. A Different Light" brand advertising campaign launched in Singapore in May this year. The award, from Singapore’s Institute of Advertising, was judged on strategic thinking, creativity and campaign results.

"Australia enjoys a high level of awareness amongst Singaporean travellers so we need to provide new and compelling reasons for them to want to experience the country," Boundy said. "In developing the new campaign it was vital to expand Singaporean travellers’ knowledge of the country and the different experiences it offers."

The newly created campaigns are distinctly Australian and also capture the emotion of how the country might make you feel when you experience it first hand.

Tourism Australia marketing manager (Asia) San Chan added, "Tourism Australia really dared to break new ground with the brand campaign in Singapore. The campaign goes beyond traditional destination marketing and appeals to the emotional consumer triggers rather than standard scenery-based advertising and positioning – so it’s very rewarding to receive recognition for this bold move. We are also very pleased to hear we have been awarded the Travel Weekly China Travel Industry Awards 2004 for our overall marketing in China throughout 2004."

The Travel Weekly China Travel Industry Awards recognise the best of the travel industry in China. Tourism Australia won the Best Destination Promotion - International and was the only National Tourism Board to receive an award.

Some of the other international awards include: Travel Trade Gazette Awards 2004, Chartered Institute of Marketing Travel Industry Group (CIMTIG) Travel Advertising Awards and Conde Nast Readers' Travel Awards (2004).