Australian film director Baz Luhrmann has teamed up with Tourism Australia to promote the country as a "must-visit destination".
The director's latest film, Australia, is to be released in the next few months and stars Nicole Kidman and Hugh Jackman. The film offers a sweeping romance set in Australia during World War II, and national marketing potential has been spotted by Tourism Australia. The promotional drive will focus on the concept of 'walkabout', implying joy, release and self-reconnection.
Geoff Buckley, managing director of Tourism Australia, said: "We found that the film's story had a remarkable resonance for what we do marketing the country as a travel destination."
Tourism Australia has launched a series of television adverts that promote the country in a cinematic style so as to encourage visitations to a region which is already popular for travellers and backpackers enjoying a gap year.
Although the campaign is not directly connected to Baz Luhrmann's film, the director and his production team supervised the planning stages.
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