Stars to help Oz tourism
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Hollywood director Baz Luhrmann is to direct a new advertising campaign for Tourism Australia.
ABC News said it would be in partnership with 20th Century Fox, capitalising on Luhrmann’s upcoming epic Australia, which stars Hollywood heavyweights Nicole Kidman and Hugh Jackman. Federal Tourism Minister Martin Ferguson said he hoped the campaign would boost Australia’s dwindling tourism industry.
“Let’s be a bit frank. The ‘Where The Bloody Hell Are You?’ campaign did not do Australia a lot internationally,” he was quoted saying.
“We’ve got pretty challenging times (ahead) for the tourism industry and we’re hoping the work of Baz Luhrmann and all those great movie stars (will) actually rub off on the promotion of Australia internationally.”
According to the report, Ferguson said the pressure was on to make sure this campaign succeeded.
“We hope you’ve got it right because we can’t afford any more mistakes,” he said.
According to Tourism Australia’s Nick Baker, the opportunity to capitalise on the worldwide promotion of Luhrmann’s Australia was just too good to pass up.
“Australia the movie will be out there creating this extraordinary amount of energy and noise, and we’re going to slipstream behind it,” he said.
The one-off campaign will run in the major Asian, American and European markets from October until March 2009 and will dovetail with the promotion of the film, the report said.
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