26 November 2008

Tasmania: The Movie campaign

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Tasmania is launching a campaign to lure more Australians to visit the (sometimes forgotten) island state off the southern tip of Australia's east coast, reports the Sydney Morning Herald. Tourism Tasmania has planned a campaign to run off the back of Baz Luhrmann's new epic adventure film 'Australia', which will feature in the pre-film advertisements.

From the 4 December until Christmas, Tourism Australia will play the advertisements in cinemas throughout Sydney and Melbourne, while a website is due to go live on Monday.

According to the news provider, the campaign will light-heartedly mimic the themes expected in the Australia film, and promotes the finest landscapes the small island has to offer using a loud over-voice recording declaring: "This summer see lofty mountains, bendy rivers, ancient forests and beautiful beaches — in Tasmania.  Bigger than Australia."

Tourism Tasmania's director of marketing Jan Ross also said the ads would focus on themes of transformation, adventure, romance and landscape, which are all evident in Luhrmann's film, which sees characters played by Nicole Kidman and Hugh Jackman who fall in love and adventure together in the Top End of Australia. 

Tourism Australia will also be riding on the back of Baz Luhrmann’s new epic film Australia, who have together teamed up to officially launch a campaign to market Australia as the "must-visit destination" to the world.  Their movie-style advertising campaign focuses on Australia’s unique adventure qualities: "walkabout", release, joy, and self-reconnection.

"We knew that this huge film would create a wave of publicity that would put the country in the spotlight around the globe," Tourism Australia managing director Geoff Buckley said. 

"And we found that the film’s story had a remarkable resonance for what we do marketing the country as a travel destination."

Nick Baker, executive general manager marketing for Tourism Australia, said the campaign is unique in that it does not provide stock-standard images of the natural wonders and bustling cities of Australia, but instead is cinematic in style with a storyline based on adventure, self-discovery and the term walkabout.

"We’ve made that core storyline into two short-film-like stories of contemporary people who are stressed and disconnected from their loved ones and their true selves, and who find their centre and their release in Australia," Mr Baker said.

The campaign embraces the Australian term "walkabout" as it encompasses what Tourism Australia believes is the country’s unique tourism selling point – "a time of release, joy, discovery and reconnection with our loved ones and our real selves".  It also enabled Tourism Australia to focus on Australia’s Indigenous culture and invite international visitors to Australia to celebrate and discover Australian Aboriginal culture.

Tourism Minister Martin Ferguson said, "Australia's tourism industry is currently facing a difficult period and this significant change in direction from Tourism Australia comes at a very important time…Baz Luhrmann has produced a campaign which Tourism Australia believes can convince people to holiday in Australia."

"This campaign will remind people why holidays are important; and that an Australian holiday will give them an experience that will change them and their lives," he added.

International visitors to Australia need an Australian holiday visa, except for New Zealand passport holders.  Visitors wishing to travel the country can apply for a short-stay tourist visa, or ETA, which is valid for three months.  The conditions of the visa mean that tourists cannot work at any time during their stay in Australia.

The Australian Visa Bureau is an independent consulting company specialising in helping people with emigrating to Australia.

Article by Jessica Bird, Australian Visa Bureau.

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