Australia a hit regardless

Australia’s travel industry is set for a major marketing boost from the Australia movie, regardless of whether it is a hit, the ABiC conference was told.After playing scenes from the Baz Luhrmann film to the audience, Matthew Cameron-Smith, General Manager of Trade Marketing for Tourism Australia, said: “We’ve often been asked: ‘What if the movie is a flop?’ My question is: ‘What if it’s not? What if it’s a hit? Are you ready?’”
He added: “Fox has invested hundreds of millions of dollars into marketing this. It’s what they do for a living. That means there’s an unprecedented amount of money being spent on marketing something called Australia, regardless of box office success.”
Luhrmann also directed a series of advertisements for Australia as a tourist destination, based on the theme of finding yourself by going walkabout.
Explaining the thinking, Cameron-Smith said: “Baz’s comment was ‘You’ve got to fly over a shit load of beaches to get to Australia, so you’ve got to give an emotional reason for coming here.’”

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