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Baz Luhrmann's 'Australia' huge promotional opportunity for Australia.



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Minister for Resources and Energy, Minister for Tourism

BAZ LUHRMANN'S 'AUSTRALIA' HUGE PROMOTIONAL OPPORTUNITY FOR AUSTRALIA The Minister for Tourism, the Hon Martin Ferguson AM MP, today announced a major tourism marketing project designed to leverage global interest in Baz Luhrmann’s soon to be released movie; Australia.

Minister Ferguson said: "I am pleased to officially announce that Tourism Australia is working closely with 20th Century Fox and Baz Luhrmann to maximise the national benefit from the release of Australia through the See the Movie, see the Country project."

“Tourism Australia is putting in place global and country-specific activities designed to motivate people who see the movie, to then visit this great country of ours - Australi a.

"Tourism Australia has worked closely with 20th Century Fox to develop these promotional opportunities centred on the release of the movie scheduled for November 2008.

“In collaboration with its State and Territory counterparts, Tourism Australia is developing fact sheets, imagery, movie maps, and location guides to translate the movie experience of Australia into the possibility of a real life travel adventure.

“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.

"The movie is expected to be released in 70 countries from November 2008 with the Australian launch scheduled for November 13.

"The release of Australia offers the Australian tourism industry one of its greatest promotional opportunities in many years.

"Key markets for the release are aligned to those markets from which Australia generates most visitors, including the United States, Australia and New Zealand, Japan, the United Kingdom, South Korea, France and Italy.

“The movie has the capacity to redefine the way Australians and the rest of the world see Australia as a destination and it is up to all of us to capture that potential for the Australian tourism industry.

"I congratulate Tourism Australia - and the alliance of State and Territory tourism offices - that have worked successfully with 20th Century Fox to maximise the promotional opportunities from Australia for our tourism industry.”

The Hon Martin Ferguson AM MP

The Hon Martin Ferguson AM MP

14 Jun 2008

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