Tourism Australia and film-maker Baz Luhrmann have teamed up to create a £15m campaign to make Australia the ‘must visit’ destination for travellers.
The tourist body said it could not let the opportunity created by the production of Luhrmann’s latest epic ‘Australia’ pass them by.
“We knew that this huge film would create a wave of publicity that would put the country in the spotlight around the globe,” says Mark Baker, executive general manager marketing for Tourism Australia.
“It’s cinematic in style, is based on a story with a beginning, middle and end, is sophisticated and highly emotive,” he adds. “It is not the traditional slide-show of pretty pictures of places and people.”
The idea for the campaign stems from Luhrmann’s ‘Australia’ which tells the story of Nicole Kidman’s character Lady Sarah Ashley, who has lost all sense of her self but who finds adventure, romance and her true self when she comes to Australia.
The campaign launches with 60-second creatives running in Griff Rhys Jones’ ‘Greatest Cities of the World’ on ITV1 and in ‘Desperate Housewives’ on Channel 4.
The UK is the first target of Tourism Australia, and will be home to an incorporated campaign of 30 and 60 second TV spots, online activity and print ads running until the November 4.
Luhrmann’s production company made the TV and cinema spots, while DDB Worldwide produced the eleven different print and online ads-shot in every state and territory.
Tourism Australia has also entered into a promotional partnership with Twentieth
Century Fox to leverage Baz Luhrmann’s Australia, starring Kidman
and Hugh Jackman.