Tourism Australia launches 20m campaign

Tourism Australia is launching a £20m campaign aimed at making Australia a “must visit” destination for travellers. The TV and cinema ads, directed by Baz Luhrmann, will feature the strapline “Come Walkabout”.

The ads were created by Revolver and will air today (October 8) until the middle of next year. It will be backed by print and online advertising produced by DDB Worldwide.

Tourism Australia says the campaign should help to “ensure Australia reaches its forecast growth rate of 3.2% in international arrivals in 2009”.

The tourism body’s managing director Geoff Buckley says: “We knew that this huge film would create a wave of publicity that would put the country in the
spotlight around the globe.”

The success of the campaign will be measured through Tourism Australia’s brand tracking research and through responses to the call to action on the website www.australia.com.

It will also develop a longer-term campaign which is due for release in mid to late 2009. This will be developed by DDB Worldwide which was appointed to the account in July.