Federal Government tourism minister Martin Ferguson has announced that Australian movie director Baz Luhrmann has been engaged to produce a new international campaign to promote Australia.
The move comes in the lead-up to the release of Luhrmann’s new Australia movie later this year, and although it will have similar themes, the ads will be contemporary, in contrast to the movie set between the wars.
Ferguson said the new campaign would be rolled out in major markets in Europe, Asia and North America from Oct, and would run across TV, cinema, print and online platforms.
The campaign is seen as a stopgap measure as other marketing is developed by TA’s recently appointed new advertising agency, and will complement a previously announced marketing partnership leveraging from the movie release.
“These are challenging times for the tourism industry and I hope this campaign will motivate people around the world to visit Australia,†Ferguson said.
A Report by The Mole
