Tourism Australia launches transformation tourism campaign
Tourism Australia and the internationally renowned film-maker Baz Luhrmann and his team have created a new sophisticated destination campaign to make Australia the
‘must visit’ destination for travellers around the world.
Tourism Australia Managing Director Geoff Buckley said the unique opportunity created by the production of Luhrmann’s epic film Australia was one the organisation could not let pass.
“We knew that this huge film would create a wave of publicity that would put the country in the spotlight around the globe,” he said. “And we found that the film’s story had a remarkable resonance for what we do marketing the country as a travel destination.
“The challenge was always going to be how to ride the power of the film, but with a standalone and self-reliant tourism campaign. Getting Baz Luhrmann and his team on board to make that campaign was simply the best result we could hope for.”
Nick Baker, Executive General Manager Marketing for Tourism Australia said the campaign was unlike any other tourism campaign. “It’s cinematic in style, is based on a story with a beginning, middle and end, is sophisticated and highly emotive,” he said. “It is not the traditional slide-show of pretty pictures of places and people.
Read the full media release.