Tourism Australia launches new global push - TVC directed by Michael Gracey (T-mobile, Evian 'Roller Babies')

Screen shot 2010-05-31 at 11.44.05 AM.pngTourism Australia today launched the second phase of the global campaign to promote Australia, created by its global agency partner DDB Sydney.  Designed to invite the world to discover Australia for themselves, the campaign focuses on what is unique and iconic to Australia - its people and its landscape - through online, print and video.

Shot by acclaimed director Michael Gracey, behind the tremendously successful T-mobile campaign and YouTube's most watched commercial, the Evian Roller Babies, the campaign video will connect consumers with Australia's landscapes and people through a song, jointly composed by musician Josh Abrahams and DDB Sydney, which is sung by a variety of Australians amidst various iconic Australian locations.
Screen shot 2010-05-31 at 11.49.43 AM.pngScreen shot 2010-05-31 at 11.49.20 AM.pngScreen shot 2010-05-31 at 11.49.11 AM.pngThis follows on from Tourism Australia's There's Nothing Like Australia first phase of activity, which invited Australians to share their favourite holiday experiences in Australia along with local insider tips.  The online promotion, which ran from 15 April to 12 May 2010, received close to 30,000 entries, making it one of the more successful, national user generated campaigns to date. It also provided the basis for the new website, which allows visitors to access an interactive map and find travel experiences based on their personal interests; be it wildlife, culture, activities or destinations.
 
Taking inspiration from the first phase of activity, the print and video elements of the campaign build on these ideas based on consumer research and trade insights. 
 
Says Tourism Australia's Executive General Manager Marketing, Nick Baker: "From the get go, we have listened to the Australian public and the industry, and found that 80 per cent of Australians wanted to promote their country as a travel destination.  We worked with the team at DDB Sydney to build a campaign that reflected the views of the consumer, the trade, and the Australian people. It was important to us that this campaign was simple, universally appealing and one that would strike a chord with international visitors by using insights from the Australian people."

Agency: DDB Sydney & TribalDDB
TV Director: Michael Gracey
Production Company: Prodigy Films
Post Production: The Lab
Music: Josh Abrahams
Music production: Trackdown Studios, Fishtank Recording and Nylon
Photography: Anson Smart

3 Comments

Anonymous said:

Hmmmm. Not got quite the pass-on effect as Mr Gracey's other films.

Anonymous said:

Where the bloody hell's the idea?

Anonymous said:

You oughtta be congratulated! Only nowhere near as good.

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