New campaign promotes driving holidays in Australia by Cheap Flights Booker UK

A $625,000 (£405,000) campaign has been launched to promote the Explorers Way, a route stretching through the heart of Australia from Adelaide to Darwin that is described as the "ultimate self-drive adventure".

The Northern Territory government has teamed up with the South Australia Tourism Commission to launch the initiative, which is designed to encourage travellers to get behind the wheel of a car and see what the country has to offer.

Malarndirri McCarthy, the Northern Territory"s tourism minister, revealed that the self-drive market accounts for about 80,000 visitors to the state every year.

She also announced that the new campaign features the Mates Rates mobile app, which is available from iTunes.

"If you"re looking for accommodation, places to visit, things to do or service providers such as mechanics, you"ll find it on the app," added Ms McCarthy.

Due to run until 4 August 2012, the driving promotions will showcase some of the destinations situated along the Adelaide to Darwin route, such as Alice Springs, Katherine and Tennant Creek.


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