TA launches Australia push

Integrated marketing campaign to launch in 22 markets
Tourism Australia (TA) and movie director, Baz Luhrmann, have teamed up in a new global advertising campaign launched in Hong Kong on November 25.
TA is hoping to capitalise on the success of the Luhrmann directed epic, Australia. The ‘Transformation’ TVC, print, cinema and online advertising campaign has a staggered roll-out in 22 global markets and runs until the middle of next year.
In Hong Kong, TA is teaming up with seven agencies to offer romance- and adventure-themed travel packages. A TA spokesman said there were high hopes for the campaign to increase arrivals, coming at a time when the Australian dollar had weakened.
TA has a worldwide budget of US$26 million for marketing in 2008/2009 with a further US$6 million for other promotions tied to the film.