Perhaps it's due to the success of The Gruen Transfer, or because promoting Australia as a tourist destination homes in close to people's hearts, but I've never seen so much referencing to one advertising campaign before!
The news that DDB Worldwide won the Tourism Australia account even hit mass media: http://www.news.com.au/travel/story/0,26058,23968563-5014090,00.html. I mean do the general public even care about this? Should they care about this? Especially enough to have the 'news' in prime 'front page' spot on news.com.au! The article then goes on to mention the other agencies in the selection process such as Satchi & Satchi and M&C Saatchi. Why would a layman again care or need to know about this information?