Tourism Western Australia has compiled a collection of frequently asked questions below regarding Australia the movie and our campaign activity.
The answers will assist everyone in the tourism industry to understand how they can be involved with promotions around the movie.
Q: My product is not in the North West region, so how can I use Australia in my promotions?
A: While the Kimberley region features strongly, the movie Australia tells a story which is relevant to all parts of the State. The key themes include Outback, Romance, Indigenous, Adventure and Transformation. We encourage you to think about how you can align your own marketing to these key themes in order to drive conversion.
Q: How is Tourism Western Australia promoting other areas of the State through this campaign and other campaigns?
A: Public relations, trade and online activities will incorporate other areas of Western Australia which offer similar experiences to the key themes of the movie which include adventure, romance, outback, journeys and Indigenous. For information on Tourism WA's other marketing activities check out the Marketing Calendar.
Q: What is Tourism Australia doing?
A: Tourism Australia has been working with Twentieth Century Fox for almost twelve months to explore opportunities to leverage Fox’s marketing campaigns and the magic of the movie to drive the Australia tourism message.
Tourism Australia will also lead an alliance of the nation’s State and Territory Tourism Organisations, industry operators and other commercial partners to create and deliver associated promotional campaigns around the world during the marketing and release of the film. Marketing tools will include various forms of advertising, direct mail, viral campaigns, broadcast, digital and online promotion, content generation and publishing via Tourism Australia produced supplements, books and other editorial and multi-faceted public relations. This fully integrated marketing communications program will show consumers how the film’s key themes of adventure, romance and transformation can be experienced first hand.
Tourism Australia’s own destination marketing campaign: See the movie. See the country, will create additional excitement about Australia. To capitalise on this marketing campaign, Tourism Australia is working directly with the film’s creators, Bazmark Inq and Twentieth Century Fox to turn this opportunity into real economic benefits for the tourism industry and the broader community. Tourism Australia anticipates that this film, and the weight of the marketing campaigns, will put Australia in the spotlight globally and subsequently ignite the Australia brand in a way that hasn’t been experienced in years.
For further details on Tourism Australia activities go to their website www.tourism.australia.com
Q: How much has Tourism Western Australia invested into this project?
A: “Australia” the movie, by its very name will clearly identify and position Australia on the world stage and will provide enormous exposure for The Kimberley region. The importance of this opportunity is recognised by the State government. Tourism WA is investing $2.2 million globally into leveraging Australia in 08/09.
Q: What happens if the movie is a flop?
A: Fox is spending $100million to market the movie globally, in addition Tourism Australia and other partners are spending millions to leverage promotion of the movie and drive movie goers to the cinema. Regardless of the movie’s success, there will still be millions of people globally who will see the movie and witness the beauty of the Kimberley region, and potentially want to travel to experience it for themselves.