Tourism Australia Launches Major Campaign


Television viewers can prepare themselves for an Australia marketing blitz. Tourism Australia has launched a massive advertising campaign pegged to the upcoming film Australia, a sweeping romantic epic starring Nicole Kidman and Hugh Jackman, set for a November release. The ads were created by celebrated filmmaker Baz Luhrmann, who also directed Australia.

Australia’s arrival figures fell 4.7 percent last year. Tourism players in Australia are hoping the film has the same positive effect on visitor numbers that Crocodile Dundee did over 20 years ago. The new print and broadcast ads will show tourists escaping the rat race while enjoying such Down Under experiences as hot air ballooning in Canberra or exploring the Great Barrier Reef. Tourism Minister Martin Ferguson has remarked that the new campaign will be the highest profile and most sophisticated campaign ever undertaken by Tourism Australia.