Tourism Australia launches drive on back of Kidman film

by Nikki Sandison, Brand Republic 18-Jun-08, 09:10

LONDON - Tourism Australia is working on an international marketing campaign to coincide with the release later this year of epic film 'Australia', set in the outback and starring Nicole Kidman and Hugh Jackman, in the hopes of boosting flagging visitor numbers.

'Australia', which has a budget of £63m, is expected to draw a large audience, being iconic director Baz Luhrmann's first film since 2001's 'Moulin Rouge'.

Tourism Australia has been working closely with 20th Century Fox and Luhrmann on the campaign, called "See the movie, see the country", which will coincide with the film's November release date.

Martin Ferguson, Australian tourism minister, said that the film would "bring to life little-known aspects of Australia's extraordinary natural environment, history and indigenous culture".

He added that it would offer the tourism industry "one of its greatest promotional opportunities in many years".

The period film takes place during the bombing of Darwin in the Northern Territory during World War II, with Kidman playing an English aristocrat left in charge of a cattle range.

She is assisted by a local drover, Jackman, who helps her to drive the cattle across the property.

Visitor numbers have stagnated as the Australian dollar has gained strength against other currencies and Tourism Australia is pinning its hopes on the film drawing people back in.

It is developing factsheets, imagery, movie maps, and location guides to translate the movie experience of Australia into the possibility of a real life travel adventure.

The 1986 'Crocodile Dundee' film led to a surge in visits when its star Paul Hogan fronted an international ad campaign telling tourists he would "Put another shrimp on the barbie".

Tourism Australia is currently reviewing its global ad account. Last month, it dropped incumbent M&C Saatchi, which created the controversial "So where the bloody hell are you?" campaign, and selected DDB Worldwide and Saatchi & Saatchi to go head to head in a final pitch.