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Press Release
Promotional Opportunities from Baz Luhrmann's Blockbuster Australia Movie
14 June 2008
The Minister for Economic Development and Tourism, Paula Wriedt, welcomed the announcement today by the Federal Minister for Tourism, the Hon Martin Ferguson AM MP, of a major tourism marketing project designed to leverage global interest in Baz Luhrmann’s soon to be released movie, Australia.
Speaking from Perth, Western Australia, Minister Ferguson said the release of Australia offers the Australian tourism industry one of its greatest promotional opportunities in many years.
“Tourism Australia will put in place global and country-specific activities designed to motivate people who see the movie, to then visit our country,” Mr Ferguson said.
Tasmania, while not appearing as a location in the movie, is still playing a key role in the telling of the overall story about Australia as a diverse and beguiling destination for visitors.
The Minister for Economic Development and Tourism, Paula Wriedt, said Tasmania’s own Essie Davis plays a key role in the movie, which stars Nicole Kidman and Hugh Jackman.
“With the world re-focused on Australia, we see great opportunities for showcasing Tasmania’s special places and activities with an obvious fit with some of the key themes of the movie including adventure, romance, transformation and journeys,” said Ms Wriedt.
“From our amazing wilderness walks and rugged landscape, through to the Georgian streetscapes of our heritage towns, the art and design, food and wine that make up our cultural fabric and our luxury retreats, there will be an opportunity to showcase Tasmania to a vast international, domestic and local audience.
“Tourism Tasmania will work closely with Tourism Australia, to ensure a consistent and united voice in key global markets.
“Tasmanian destination information will be included on the Australia.com website, in consumer brochures, in travel agent education modules and also go into newspaper and magazine supplements supporting this initiative.”
Numerous entertainment and travel media also will come to Australia from all over the world to preview the movie.
“We will be extending the world’s largest invitation to these journalists to come to Tasmania and experience for themselves the beauty of our amazing state,” Ms Wriedt said.
Other opportunities such as competitions, promotions and events at the movie previews are under discussion.
Mr Ferguson said Australia will potentially be seen by tens of millions of people and it will bring to life little-known aspects of Australia’s extraordinary natural environment, history and Indigenous culture.
The movie is expected to be released in 70 countries from November 2008 with the Australian launch scheduled for November 13.