TOURISM AUSTRALIA LEADS THE WAY IN ENGAGING MARKETING WITH A NEW SHORT FILM
WORDS BY KATIE PALMER
This year’s PURE Award for Innovative and Engaging Marketing is earmarked for a campaign that uses innovative or unusual methods to encourage personal engagement with a travel product, while staying true to the independent, experiential ethos of the brand. Entries may have closed for the judges to deliberate the shortlist, but until that all-important announcement, PURE Awards partner Tourism Australia has given our PURE community an example to follow with their new short film, entitled ‘Aboriginal Australia: Our Country is waiting for you’.
Designed to encourage travellers to learn about and immerse themselves within the Indigenous Australian community, the film was created in collaboration with renowned Australian filmmakers Brendan Fletcher and Warwick Thornton, who worked closely with nine Indigenous tourism operators from four States and Territories across the country to tell the story of Australia’s unique Indigenous tourism offerings. Developed in partnership with Austrade, the film showcases a diverse range of Indigenous activities, adventures and cultural experiences taking place in the Red Centre and Outback, lush rainforests and tropics, as well as in cities and urban environments.
“Australia’s Indigenous experiences are a unique and important part of our tourism offering,” says Tourism Australia Managing Director, John O’Sullivan. “Currently, 14 per cent of our international visitors participate in an Aboriginal cultural experience during their trip, helping to inject $6.4 billion annually into our visitor economy. We’re confident this new short film, and our plans to make sure it is widely distributed both in Australia and overseas, will help promote this important facet of Australian tourism and grow these figures.”
‘Aboriginal Australia: Our Country is waiting for you’ will be screened at the PURE Awards 2015 ceremony on 9 November. With Tourism Australia setting the bar high, we can’t wait to see what clever marketing offerings make it through to this year’s shortlist – stay tuned to find out…
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