Baz Luhrmann's 'Australia' to lure tourists
Tourism promotion will piggyback on film publicitySYDNEY -- Baz Luhrmann is creating a AUS$50 million ($47.5 million) advertising campaign for government agency Tourism Australia that will dovetail into the release of his film "Australia" in November.
The campaign, announced Tuesday by Australian Minister for Tourism Martin Ferguson, will be the centerpiece of the agency's global marketing efforts in the next nine months, but separate from other initiatives that TA and 20th Century Fox are working on around the release of "Australia."
"The campaign will reflect some of the themes conveyed through Baz Luhrmann's forthcoming movie 'Australia,' but will not be about the film itself. The campaign is designed to stand apart from the movie and deliver a compelling message about the unique experiences that Australia offers international visitors," Ferguson told reporters.
"What we will make are contemporary little stories that express the shared spirit of the film," Luhrmann said.
The campaign will begin rolling out in major markets in Europe, Asia and North America in October.