Tourism Australia is hoping to lure backpackers Down Under with a new international campaign masterminded by Australian film director, screenwriter and producer Baz Luhrmann.
The campaign will run from October 2008 and its launch will coincide with the release of Luhrmann's latest film Australia, which stars Hugh Jackman and Nicole Kidman.
According to Nick Baker, Tourism Australia's executive general manager of marketing, the theme of the promotion will be romance, adventure and the power of the Australian land and people.
"The combined weight of the film and this campaign will provide Australia with its most powerful push in decades," commented Geoff Buckley, managing director of Tourism Australia.
"This is a remarkable, and, we think, unique project."
Tourism Australia's last campaign - featuring the slogan "Where the bloody hell are you?" - was widely panned, with prime minister Declan Rudd branding it a "disaster".
Backpackers who do decide that Australia is the place for them would do well to follow Luhrmann's famous musical message - wear sunscreen - as well as securing adequate
backpacker travel insurance before jetting off on their vacation.
