The new Tourism Australia campaign conceived by Baz Luhrmann and his Bazmark production team, this special destination campaign to makes Australia the ‘must visit’ destination for travelers around the world, was released onto the general public today and will be running from October 2008 until mid 2009. It has such a Luhrmann feel about it that I want to pack my bags and travel around this Great Southern land right now.
Original to be completely stand-alone, Tourism Australia has also entered into a promotional partnership with 20th Century Fox to leverage Baz Luhrmann’s new epic film Australia, starring Nicole Kidman and Hugh Jackman. Tourism Australia is investing around $40 million in the ad campaign and around $10 million on promotional opportunities around the movie. I think it’s money well spent and can’t wait to see the film even more so.
As an extension to the Bazmark TV/cinema campaign, print and online ads were produced by DDB Worldwide. There are 11 different print versions - shot in every state and territory. DDB Worldwide will also develop a follow-up campaign for release in mid to late 2009.
The two campaign cinema/TV spots were directed by Bruce Hunt, four-time Director of the Year in Australia for his commercial work and produced by Bazmark in association with award winning commercials production company Revolver. Each feature an all Australian cast and were shot on location in north Western Australia and on sound stages at Fox Studios Australia in Sydney
To view the campaign visit:
For marketing information visit: