‘Australia’ to market Australia

One Tourism Australia official described it as “basically a two and a half hour ad” for Australia. I am of course talking about the new $120 million movie called ‘Australia,’ with Nicole Kidman and Hugh Jackman.

Because not only Europe is feeling the effect of the cheap dollar. Tourism Down Under didn’t grow since the 2000 Sydney Olympics and is down overall this year. But the island is about to get some attention. “This movie will potentially be seen by tens of millions of people and it will bring to life little-known aspects of Australia’s extraordinary natural environment, history, and indigenous culture,” Tourism Minister Martin Ferguson said.

Expecting some beautiful cinematography, there couldn’t be a better medium to promote a country. And that’s why Tourism Australia will release an international marketing campaign together with the new movie, promoting it as a “mature, inviting country.”

I just checked, but Australia didn’t went as far as financing the whole movie. Which I reckon would easily push it into the flop corner. But this seems like a smart move. Hop on the hype train of an expensive movie. And I’m sure the filmmakers won’t mind the extra promotion for their movie either. Win-win.