Paul Trainer on a cunning attempt to exploit Hollywood hype... in Australia
You have to hand it to the Australian Tourist Board. They've decided to piggyback on the "unique opportunity" presented by the release of Baz Luhrmann's much-hyped new movie, Australia, by getting the famed director to produce a tie-in ad campaign.
“We knew that this huge film would create a wave of publicity that would put the country in the spotlight around the globe,” said Geoff Buckley of Tourism Australia. “And we found that the film’s story had a remarkable resonance for what we do marketing the country as a travel destination."
The pitch is simple: sometimes we have to get lost to find ourselves. It's a smart idea, and one that resonates with thousands of young Irish people every year. But does the ad make you want to go walkabout?
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