Australia's tourism benefitting from movie promotion

The local tourist board for the state of Western Australia, so significant in the movie and the promotions, has happily reported a big boost in the area’s profile. Roughly 70 percent of guests at Home Valley Station, a cattle station and tourism site 100km from Kununurra (one of the movie’s prime shooting locations) reported that they had heard about the place thanks to Australia and adventure tours in the vicinity are also seeing their numbers rise.

“Luhrmann’s Australia has put the Kimberley firmly on the map and inspired filmgoers to experience the epic beauty of the towering gorges and lush waterholes themselves,” says Christie Lord of Tourism Western Australia and Geoff Buckley, the managing director of Tourism Australia has his own statistics in support of the campaign’s success.

“We have 130 co-operative partners for the Come Walkabout and movie campaign, more than for any campaign we’ve produced in the past,” he said. “And it’s working for them. Emirates airlines, for example, has described its joint campaign with us as a “huge success” and that it played a significant role in their double digit increase in business to Australia in January.”

Add to this Luhrmann’s tourism advert winning the silver award at the prestigious Clio Awards for design and advertising and it seems like Australia has successfully lured folks Down Under.

[via Scoop & Opodo]