EXPERT
COMMENT
Media and
Communications
Tel. +61 3 9925 3176
Fax +61 3 9662 2739
MELBOURNE
BRUNSWICK
BUNDOORA
FISHERMAN’S BEND
POINT COOK
HAMILTON
HO CHI MINH CITY
HANOI
—
Expert comment on Australia tourism campaign —
Tourism Australia is working on a campaign to coincide with the release later this
year of Baz Luhrmann’s outback epic, Australia.
Will the film’s 1930s outback setting help attract international tourists?
Is a historical love story appropriate for branding a contemporary Australian travel
experience?
What are the risks involved in promoting a slice of Australian life that no longer
really exists?
Where would such a campaign leave the more contemporary aspects of Australia’s
tourism industry, such as nightlife, arts and multiculturalism?
RMIT University’s Dr Stephen Downes is an expert on marketing, branding and
advertising.
A lecturer at the School of Applied Communication, Dr Downes is available for
comment on the marketing and branding issues related to the planned Australia
tourism campaign.
For interviews: RMIT University’s Dr Stephen Downes, 0412 962 429.
For general media enquiries: RMIT University Media and Communications,
Gosia Kaszubska, (03) 9925 3176 or 0417 510 735.
17 June, 2008
NEWS 
