SYS-CON MEDIA Authors: Pat Romanski, Elizabeth White, Yeshim Deniz, Gary Arora, Zakia Bouachraoui

News Feed Item

Baz Luhrmann to Direct New Commercial for Australia in Biggest Global Marketing Push in Decades

Baz Luhrmann to Direct New Commercial for Australia in Biggest Global Marketing Push in Decades

LOS ANGELES, July 29 /PRNewswire/ -- Internationally renowned writer, producer and director Baz Luhrmann will conceive and produce a special international campaign for Tourism Australia.

The campaign, which will run for several months from October 2008 in Tourism Australia's international markets, will coincide with the world-wide marketing and release of Luhrmann's major motion picture Australia.

"The combined weight of the film and this campaign will provide Australia with its most powerful push in decades," said Geoff Buckley, Managing Director of Tourism Australia.

"This is a remarkable, and we think, unique project.

"Australia's AUD$85 billion tourism industry is, like many countries, experiencing slower growth because of rising oil prices and tightening economic conditions around the world."

Nick Baker, Tourism Australia's Executive General Manager of Marketing said, "We remain one of the world's most desired tourist destinations, but converting that desire into reality is becoming harder than ever for many travelers.

"The need to create urgency and fashionability around a country's 'brand' is stronger than ever and even Australia, which has long enjoyed an exceptionally high brand reputation, needs to keep its marketing fresh and compelling.

"There is no better way to do that than to secure the help of one of our most creative and innovative talents, Baz Luhrmann, his creative partner Catherine Martin and the entire Bazmark team.

"The themes of romance and adventure, coupled with the power of the Australian land and people to transform, will resonate in the tourism campaign, as it does in the film."

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 realized 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 realization of a contemporary campaign which, while not aping the film, reflects this singular and attractive truth."

Mr. Baker also commented, "This campaign will run in cinemas, on television and online. Print executions will be developed by Tourism Australia's creative agency DDB Worldwide, in consultation with Mr. Luhrmann's production company Bazmark Inq."

Vice President of Tourism Australia Americas, Michelle Gysberts, said that the combined elements of the campaign will educate North American travelers about Australia and expose them to little known aspects about a country they think they know.

"A further objective is to demonstrate that a vacation to Australia can easily fit into a typical American vacation schedule," she said.

"The film's central themes of romance, adventure, transformation, Aboriginal magic and the love of the land can be applied to many Australian experiences -- from the chic, sophistication of its urban centers to some of the most remote, untouched landscapes in the world."

"Of course our hopes are that the campaign will increase immediate demand for travel to Australia and put the country top of mind amongst North American travelers as the 'must-go' destination in 2009," finished Ms. Gysberts.

Tourism Australia

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
Alan Hase is Vice President of Engineering and Chief Development Officer at Big Switch. Alan has more than 20 years of experience in the networking industry and leading global engineering teams which have delivered industry leading innovation in high end routing, security, fabric and wireless technologies. Alan joined Big Switch from Extreme Networks where he was responsible for product strategy for its secure campus switching, intelligent mobility and campus orchestration products. Prior to Ext...
In an age of borderless networks, security for the cloud and security for the corporate network can no longer be separated. Security teams are now presented with the challenge of monitoring and controlling access to these cloud environments, as they represent yet another frontier for cyber-attacks. Complete visibility has never been more important-or more difficult. Powered by AI, Darktrace's Enterprise Immune System technology is the only solution to offer real-time visibility and insight into ...
At CloudEXPO Silicon Valley, June 24-26, 2019, Digital Transformation (DX) is a major focus with expanded DevOpsSUMMIT and FinTechEXPO programs within the DXWorldEXPO agenda. Successful transformation requires a laser focus on being data-driven and on using all the tools available that enable transformation if they plan to survive over the long term. A total of 88% of Fortune 500 companies from a generation ago are now out of business. Only 12% still survive. Similar percentages are found throug...
Financial enterprises in New York City, London, Singapore, and other world financial capitals are embracing a new generation of smart, automated FinTech that eliminates many cumbersome, slow, and expensive intermediate processes from their businesses. Accordingly, attendees at the upcoming 23rd CloudEXPO, June 24-26, 2019 at Santa Clara Convention Center in Santa Clara, CA will find fresh new content in full new FinTech & Enterprise Blockchain track.
92% of enterprises are using the public cloud today. As a result, simply being in the cloud is no longer enough to remain competitive. The benefit of reduced costs has normalized while the market forces are demanding more innovation at faster release cycles. Enter Cloud Native! Cloud Native enables a microservices driven architecture. The shift from monolithic to microservices yields a lot of benefits - but if not done right - can quickly outweigh the benefits. The effort required in monitoring,...
As the digitization of business accelerates the move of critical applications and content to the cloud, the network has never been as critical to business success. Consuming everything ‘as-a-service' requires new levels of network automation, agility and security. Discover how Enterprises can take advantage of Digital Platforms, directly connecting to an extensive ecosystem of digital partners and flex their service at the click of a button.
In today's always-on world, customer expectations have changed. Competitive differentiation is delivered through rapid software innovations, the ability to respond to issues quickly and by releasing high-quality code with minimal interruptions. DevOps isn't some far off goal; it's methodologies and practices are a response to this demand. The demand to go faster. The demand for more uptime. The demand to innovate. In this keynote, we will cover the Nutanix Developer Stack. Built from the foundat...
Never mind that we might not know what the future holds for cryptocurrencies and how much values will fluctuate or even how the process of mining a coin could cost as much as the value of the coin itself - cryptocurrency mining is a hot industry and shows no signs of slowing down. However, energy consumption to mine cryptocurrency is one of the biggest issues facing this industry. Burning huge amounts of electricity isn't incidental to cryptocurrency, it's basically embedded in the core of "mini...
CloudEXPO has been the M&A capital for Cloud companies for more than a decade with memorable acquisition news stories which came out of CloudEXPO expo floor. DevOpsSUMMIT New York faculty member Greg Bledsoe shared his views on IBM's Red Hat acquisition live from NASDAQ floor. Acquisition news was announced during CloudEXPO New York which took place November 12-13, 2019 in New York City. Our Silicon Valley 2019 schedule will showcase 200 keynotes, sessions, general sessions, power panels, and...
The term "digital transformation" (DX) is being used by everyone for just about any company initiative that involves technology, the web, ecommerce, software, or even customer experience. While the term has certainly turned into a buzzword with a lot of hype, the transition to a more connected, digital world is real and comes with real challenges. In his opening keynote, Four Essentials To Become DX Hero Status Now, Jonathan Hoppe, Co-Founder and CTO of Total Uptime Technologies, shared that ...
Blockchain has shifted from hype to reality across many industries including Financial Services, Supply Chain, Retail, Healthcare and Government. While traditional tech and crypto organizations are generally male dominated, women have embraced blockchain technology from its inception. This is no more evident than at companies where women occupy many of the blockchain roles and leadership positions. Join this panel to hear three women in blockchain share their experience and their POV on the futu...
Concerns about security, downtime and latency, budgets, and general unfamiliarity with cloud technologies continue to create hesitation for many organizations that truly need to be developing a cloud strategy. Hybrid cloud solutions are helping to elevate those concerns by enabling the combination or orchestration of two or more platforms, including on-premise infrastructure, private clouds and/or third-party, public cloud services. This gives organizations more comfort to begin their digital tr...
In very short order, the term "Blockchain" has lost an incredible amount of meaning. With too many jumping on the bandwagon, the market is inundated with projects and use cases that miss the real potential of the technology. We have to begin removing Blockchain from the conversation and ground ourselves in the motivating principles of the technology itself; whether it is consumer privacy, data ownership, trust or even participation in the global economy, the world is faced with serious problems ...
Cloud Storage 2.0 has brought many innovations, including the availability of cloud storage services that are less expensive and much faster than previous generations of cloud storage. Cloud Storage 2.0 has also delivered new and faster methods for migrating your premises storage environment to the cloud and the concept of multi-cloud. This session will provide technical details on Cloud Storage 2.0 and the methods used to efficiently migrate from premises-to-cloud storage. This session will als...
For enterprises to maintain business competitiveness in the digital economy, IT modernization is required. And cloud, with its on-demand, elastic and scalable principles has resoundingly been identified as the infrastructure model capable of supporting fast-changing business requirements that enterprises are challenged with, as a result of our increasingly connected world. In fact, Gartner states that by 2022, 28% of enterprise IT spending will have shifted to cloud. But enterprises still must d...