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Boston and Melbourne forge tourism ad exchange

The tourism posters are scheduled to go up in both cities in June or July for less than a month.
The tourism posters are scheduled to go up in both cities in June or July for less than a month.

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Boston will take on an Aussie flair this summer when advertisements promoting Melbourne are plastered on benches and bus shelters around the city. At the same time, more than 10,000 miles away, Boston’s image will get a similar boost in its sister city Down Under.

It’s all part of a tourism advertising trade between the two cities: Melbourne puts up posters bolstering Boston, Boston rolls out ads plugging Melbourne, and visitor numbers soar — that’s the idea, anyway.

The concept was dreamed up last year by City Councilor Michael Ross, who was inspired by an ad for New York that he saw while jogging through Barcelona last year.

“As a proud Bostonian, I thought, where are our ads?” said Ross, who is running for mayor.

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