TITLE

ROMANCING AUSTRALIA

AUTHOR(S)
TAN, ZONA MARIE
PUB. DATE
November 2008
SOURCE
Inside Film;Nov2008, Issue 115, p39
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
The article focuses on the $50 million advertising campaign "See the Movie, See the Country," launched by Tourism Australia (TA) in October 2008 as part of its latest effort to refresh the Australia brand. The campaign leverages on the epic movie "Australia," directed by Baz Luhrmann and starring Nicole Kidman and Hugh Jackman. TA also partnered with Twentieth Century Fox in marketing the film. The idea of the campaign is to portray Australia as a land of transformational, romantic adventure.
ACCESSION #
35235588

 

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