{"id":3009,"date":"2008-10-08T05:00:00","date_gmt":"2008-10-08T05:00:00","guid":{"rendered":"http:\/\/traveloscopy.com\/travel-news\/?p=3009"},"modified":"2008-10-08T05:00:00","modified_gmt":"2008-10-08T05:00:00","slug":"tourism-australia-launches-luhrmanns-transformation-tourism-campaign","status":"publish","type":"post","link":"https:\/\/traveloscopy.com\/travel-news\/2008\/10\/tourism-australia-launches-luhrmanns-transformation-tourism-campaign\/","title":{"rendered":"TOURISM AUSTRALIA LAUNCHES LUHRMANN\u2019S TRANSFORMATION TOURISM CAMPAIGN"},"content":{"rendered":"

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Tourism Australia and the internationally renowned film-maker Baz Luhrmann and his team have created a new sophisticated destination campaign to make Australia the \u2018must visit\u2019 destination for travellers around the world.<\/p>\n

Tourism Australia Managing Director Geoff Buckley said the unique opportunity created by the production of Luhrmann\u2019s epic film Australia was one the organisation could not let pass.<\/p>\n

\u201cWe knew that this huge film would create a wave of publicity that would put the country in the spotlight around the globe,\u201d he said. \u201cAnd we found that the film\u2019s story had a remarkable resonance for what we do marketing the country as a travel destination.<\/p>\n

\u201cThe challenge was always going to be how to ride the power of the film, but with a stand- alone and self-reliant tourism campaign. Getting Baz Luhrmann and his team on board to make that campaign was simply the best result we could hope for.\u201d<\/p>\n

Nick Baker, Executive General Manager Marketing for Tourism Australia said the campaign was unlike any other tourism campaign. \u201cIt\u2019s cinematic in style, is based on a story with a beginning, middle and end, is sophisticated and highly emotive,\u201d he said. \u201cIt is not the traditional slide-show of pretty pictures of places and people.<\/p>\n

\u201cThe idea stems from Baz\u2019s film, which tells the story of Nicole Kidman\u2019s character, Lady Sarah Ashley, who has lost her sense of self but who finds adventure, romance and her trueself when she comes to Australia.<\/p>\n

\u201cWe\u2019ve made that core storyline into two short-film-like stories of contemporary people whoare stressed and disconnected from their loved ones and their true selves, and who find their centre and their release in Australia.\u201d<\/p>\n

Mr Baker said the term \u2018walkabout\u2019 had been adopted in the campaign as a uniquely Australian way of describing what holidays should be \u2013 a time of release, joy, discovery and reconnection with our loved ones and our real selves.<\/p>\n

\u201cWalkabout 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, inviting our potential travellers to come \u2018Walkabout\u2019 in Australia.\u201d<\/p>\n

Mr Buckley said the campaign would run in all of Tourism Australia\u2019s 22 major markets aroundthe world from October 2008 until mid 2009. The campaign will run in cinema, television, print and online, commencing in the UK on 8 October.<\/p>\n

The success of the campaign will be measured through Tourism Australia\u2019s brand tracking research, through responses to the call to action of www.australia.com and through more specific responses to those instances where the campaign runs cooperatively with a direct product offering.<\/p>\n

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Website: www.australia.com<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Tourism Australia and the internationally renowned film-maker Baz Luhrmann and his team have created a new sophisticated destination campaign to make Australia the \u2018must visit\u2019 destination for travellers around the world. Tourism Australia Managing Director Geoff Buckley said the unique opportunity created by the production of Luhrmann\u2019s epic film Australia was one the organisation could […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-3009","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/traveloscopy.com\/travel-news\/wp-json\/wp\/v2\/posts\/3009","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/traveloscopy.com\/travel-news\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/traveloscopy.com\/travel-news\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/traveloscopy.com\/travel-news\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/traveloscopy.com\/travel-news\/wp-json\/wp\/v2\/comments?post=3009"}],"version-history":[{"count":0,"href":"https:\/\/traveloscopy.com\/travel-news\/wp-json\/wp\/v2\/posts\/3009\/revisions"}],"wp:attachment":[{"href":"https:\/\/traveloscopy.com\/travel-news\/wp-json\/wp\/v2\/media?parent=3009"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/traveloscopy.com\/travel-news\/wp-json\/wp\/v2\/categories?post=3009"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/traveloscopy.com\/travel-news\/wp-json\/wp\/v2\/tags?post=3009"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}