Luhrmann's $40m Australia ads revealed
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The new ads encourage overseas visitors to "go walkabout". (www.australia.com)
Tourism Australia has unveiled its new $40 million advertising campaign created by famed director Baz Luhrmann.
The campaign is designed to capitalise on Luhrmann's soon-to-be-released film Australia, starring Hollywood heavyweights Nicole Kidman and Hugh Jackman.
The first of two ads created by Luhrmann will be shown in the United Kingdom today.
It encourages international visitors to escape their hectic lives and "go walkabout" in Australia.
"We've made that core storyline into two short film-like stories of contemporary people who are stressed and disconnected from their loved ones and their true selves, and who find their centre and their release in Australia," Tourism Australia's Nick Baker said.
Federal Tourism Minister Martin Ferguson says tough global economic conditions are making it difficult to attract tourists to Australia.
"But in tough times you've got to take risks, you've actually got to try to think about something different to promote Australia," he said.
"The film Australia is about Australia as a nation; it's a wonderful, big, beautiful country.
"It's our resonsibility to actually get out in a tough global market and to sell our positives."
Luhrmann's ads, which replace the 'Where the bloody hell are you?' campaign, will be rolled out in 22 countries over the coming months.
The new campaign also includes magazine and newspaper advertisements showing foreigners escaping the rat race while Down Under.
