Baz Luhrmann Will Produce International Advertising Campaign

Renowned writer, director and producer Baz Luhrmann will create and produce a unique international campaign for Tourism Australia. The campaign, which will coincide with the release of Luhrmann’s movie Australia, will run from October 2008 until the middle of next year.

“The combined weight of the film and this campaign will provide Australia with its most powerful push in decades,” said Managing Director Geoff Buckley. “This is a remarkable, and we think, unique project.”

Mr Luhrmann said, “When Tourism Australia came to us, we were reticent at first because we did not want to confuse the promotion of the film with a tourism campaign. The more we talked, the more I realised that we both had the same aims; to celebrate the truly unique and transformative power of this ancient and extraordinary continent. With this in mind, we agreed to put our team into the conception and realisation of a contemporary campaign which, while not aping the film, reflects this singular and attractive truth.”

Sydney Sunset © Tim R

In consultation with Mr Luhrmann’s production company Bazmark Inc., print executions will be developed by Tourism Australia’s creative agency DDB Worldwide. The campaign will run across print, cinema, television and online platforms.