It’s been a couple of years now since Australia Tourism launched their controversial and infamous “So where the bloody hell are you?” campaign in a bid to bring visitors to the shores of the big brown land.
Last week, a new $40m campaign featuring two polished TVCs and a series of press ads based around the theme of Australia providing life changing experiences, kicked off on British screens with 21 other countries to follow.
Enlisting the services of Aussie creative movie genius Baz Luhrman, the mini films “Billabong” and “Boab” feature young Aboriginal actor Brandon Walters who, coincidentally is also one of the stars of Baz Luhrman’s forthcoming epic movie – “Australia”.
Placing emphasis on the words “arrived” and “departed”, the press ads feature attractive images from locations around Australia suggesting that a trip Down Under will replace a stressful everyday life with a holiday that promises that a traveler will return home a new person. You can view all the press ads by clicking on the icons below.
I think the direction Australia Tourism have taken here is a good one. The “Walkabout” ads are colourful, emotional, believable and move away from the tacky use of slang and all other cliches which for my mind can only be a good thing. You can learn a whole lot more about the campaign by visiting the Australian Tourism website.