Tourism launches Luhrmann directed ad campaign
- 7th October 2008
Australian director, Baz Luhrmann.
FEDERAL Tourism Minister Martin Ferguson today launches a new global advertising campaign for Tourism Australia by Hollywood director Baz Luhrmann.
The $50 million campaign aims to capitalise on the anticipated success of Luhrmann's epic film, Australia.
In the film, Nicole Kidman plays an English aristocrat who comes to northern Australia in the 1930s to sell a cattle property the size of Belgium.
She becomes caught in the bombing of Darwin during World War II with a drover played by Hugh Jackman.
Mr Ferguson announced the idea for the unique tourism push earlier this year.
"The movie has the capacity to redefine the way Australians and the rest of the world see Australia as a destination, and it is up to all of us to capture that potential for the Australian tourism industry," he said at the time.
He will give a sneak preview of the advertisements in Sydney on Wednesday ahead of their global release.
The campaign is expected to run from this month until the middle of next year, which is peak season for decision making and buying among holidaymakers in most of the world.
The film is due for release on November 26 in 70 countries.
- © AAP
