Luhrmann campaign a welcome tonic for tourism

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July 29, 2008

Baz Luhrmann’s new campaign to promote Australia as a global tourism destination is a once-in-a-lifetime promotional opportunity, the Australian Tourism Export Council (ATEC) has said.

ATEC Managing Director Matt Hingerty warmly welcomed today’s announcement by Tourism Australia of its partnership with Mr Luhrmann, saying that the internationally-renowned movie director’s production of the campaign was the morale-boost the industry needed in a tough trading environment.

“The campaign is an amazing opportunity for the export tourism industry, and we welcome him with open arms,” Mr Hingerty said. “To have the talents of the man responsible for creating Moulin Rouge and Strictly Ballroom promoting Australia is great news in anyone’s book.”

“This is just the tonic Australia’s export tourism sector needs right now.”

Mr Hingerty said the new campaign, along with Mr Luhrmann’s upcoming movie blockbuster Australia, was a bright light on the horizon for tourism industry operators struggling under the burden of a high dollar, aviation cutbacks, high petrol prices, new taxes and increasing overseas competition.

Mr Hingerty said that early snippets of Australia looked extremely promising and reinforced Australia’s position as one of the most desirable travel and holiday destinations in the world. He said that Baz Luhrmann’s new advertising campaign would build upon Australia’s unique attractions, unique cultural heritage and natural diversity.

“Australia is not just a single destination – there is a wealth of different experiences in each and every state and region,” Mr Hingerty said. “We need to encourage international visitors out of the capital cities into the regions, and from what I’ve seen so far Australia seems to hold great promise in this regard.”

Mr Hingerty said that the movie’s portrayal of Australia as an exotic, romantic destination was an important step forward in international tourism marketing efforts, and that Baz Luhrmann’s new campaign was an opportunity for Australia to project a new image to international travelers.

“It’s always important to innovate and to identify and target new tourism markets,” Mr Hingerty said. “It’s no secret that some of Australia’s key destination markets have declined recently. Hopefully the movie and new ad campaign will not only help reverse the recent decline in these key markets, but they will open new markets and opportunities, which is the key to a viable tourism future.”

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Contact: Nick Buchan              
National Media and Communications Manager
Ph: 02 8262 5501
Email: nick.buchan@atec.net.au