Tourism Australia and the internationally renowned film-maker Baz Luhrmann, and his team, have created a new destination campaign to make Australia the ‘must visit’ destination for travellers around the world. The campaign launched in Ireland yesterday with a mixture of 60 and 30 second TV executions. To view the new campaign visit australia.com.
Nick Baker of 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.
“The idea stems from Baz’s film, which tells the story of Nicole Kidman’s character, Lady Sarah Ashley, who has lost her sense of self but who finds adventure, romance and her true self when she comes to Australia. We’ve made that core storyline into two short-film-like stories of contemporary people who are stressed and disconnected from their loved ones and their true selves, and who find their centre and their release in Australia.”
Baker said the term ‘walkabout’ had been adopted in the campaign as a uniquely Australian way of describing what holidays should be – a time of release, joy, discovery and reconnection with our loved ones and our real selves.
“Walkabout also enabled us to bring our Indigenous culture into the heart of the story, with the young Aboriginal actor, Brandon Walters who features in the film Australia (which opens in December and stars Nicole Kidman and Hugh Jackman), inviting our potential travellers to come ‘Walkabout’ in Australia.”
You can also view the beautifully executed shorts here http://www.youtube.com/watch?v=gQGMuxJ0vCc and http://ie.youtube.com/watch?v=
