Baz Luhrmann Takes Australia To The World…

Today was the start of a new tourist travel campaign to try and sell Australia to the world on the back of dwindling tourist numbers and to rectify the dreadful campaign starring Laura Bingle in the “Where The Bloody Hell Are You?” campaign. Two brand new television commercials have been produced by Baz Luhrmann focussing on the hustle and bustle of city life and the relaxation that can then be found by coming to Australia.

The idea is to sell Australia as a destination which is like no other and uses themes from the upcoming Luhrmann film Australia. Promotion for the movie Australia has also began on the Nine Network with a series of Idents produced where Nine personalities speak about what it means to be Australian.

One of the new ad’s has been made for the American market depicting a woman frustrated with life living in New York City where she is on the brink of meltdown. The solution seams to be, come to Australia where your life will be transformed. The theme of the two commercials draws on the aboriginal term “Walkabout” with a young Aboriginal boy from the movie Australia making an appearance.

The tourism campaign has been back by $40 million in government funding, with officials hoping that this more safe approach will go down well in international markets unlike last time.

Both of the commercials can be viewed below as well as one of the Idents from the Nine Network advertising Australia the movie.

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Additional Source: australia.com &

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