Australia is hoping to boost tourism by having writer, producer and director Baz Luhrmann, of Moulin Rouge fame, create a special international campaign for Tourism Australia. According to CNW Group, the campaign that will begin running in October will coincide with the release of Luhrmann’s film, “Australia”.
Tourism Australia’s Executive General Manager of Marketing, Nick Baker says, “The need to create urgency and fashionability around a country’s ‘brand’ is stronger than ever and even Australia, which has long enjoyed an exceptionally high brand reputation’ needs to keep its marketing fresh and compelling.”
The campaign will air in cinemas, on TV and online with part of its goal being to attract more American travelers. DDB Worldwide will handle the print campaign. Michelle Gysberts, Vice President of Tourism Australia Americas, says “A further objective is to demonstrate that a vacation to Australia can easily fit into a typical American vacation schedule.”
The hope is that the marketing push will be felt immediately and put Autralia in the lead of desired destination spots for American travelers.