Australians are being urged to holiday in Australia with Tourism Australia’s new
destination campaign created by internationally renowned film-maker Baz Luhrmann.
The new campaign began in the United Kingdom last month and now it’s Australia’s turn.
Tourism Australia Managing Director Geoff Buckley said the campaign has tested very
positively with the target audience in Australia – called Experience Seekers.
“In the initial testing 70%
of Australian Experience Seekers agreed the campaign
inspires them to explore more of Australia,” Mr Buckley said. “Now we want to capture that
inspiration so it translates to Australian holiday bookings.
“The campaign will leverage off the extraordinary
buzz Australia the movie is generating and aims to inspire Australians about what an Australian holiday has to
“An Australian holiday offers the chance to rejuvenate, reconnect with family and friends and
feel transformed by escaping the grind of everyday life. This campaign conveys how a holiday
in Australia can make you feel,” Mr Buckley added.
When Australia the movie opens nationally on 26 November, Tourism Australia’s
advertisement will screen before the movie begins, inviting Australian’s to come walkabout, to
leave the pressures of everyday life behind and re-discover themselves.
The domestic tourism campaign
includes: cinema and in-flight screenings of the Luhrmann created television advertisements; print advertising featuring the ‘Arrived and
Departed’ creative, as well as promotions running in major newspapers, magazines and
“We believe a movie of this magnitude, with evocative imagery of our amazing landscapes,
will give Australians the desire to experience this country for themselves,” Mr Buckley said. “Domestic leisure travel is worth $46 billion annually so it is vital that we encourage
Australians to go walkabout in their own country and discover one of the many incredible
holiday experiences on offer.”
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