The campaign has been created by Luhrmann’s production team, Bazmark, while print and online ads supporting the campaign have been developed by DDB Worldwide. Luhrmann’s new feature film, called Australia, features Nicole Kidman and Hugh Jackman and is a conceptual springboard for the campaign.

Tourism Australia managing director Geoff Buckley says: “The challenge was always going to be how to ride the power of the film but with a stand-alone and self-reliant tourism campaign.

The 60 second ads are two short film-like stories of disconnected people who find their centre in Australia.

Executive general manager marketing for the body adds: “It’s cinematic in style, is based on a story with a beginning, middle and end, is sophisticated and highly emotive - it is not the traditional sled show of pretty pictures of places and people.”

There are 11 different print versions, shot in every Australian state and territory. The print executions are co-operative ads runs with Emirates airline.

DDB London won the Tourism Australia business after a pitch earlier this year. The network replaced M&C Saatchi, which developed the controversial “So where the bloody hell are you?” campaign. The Australian National Audit Office has been critical of the process that led to the appointment of M&C Saatchi in 2005.

DDB is to develop a new longer term campaign for Tourism Australia to debut next year.

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