"Would you like to hear a story?" asks Nicole Kidman in Baz Luhrmann's anticipated epic Australia. Imagine romantic imagery of rough and ready horsemen – and horsewomen – cracking whips to climatic music and you have a fairly good idea of the style and setting for Mr Luhrmann's nostalgic vision of Australia.
Oscar winner Nicole Kidman plays a 1930's English aristocrat in the movie who comes to northern Australia to sell a cattle property. Her world is turned upside down when she becomes caught up in the World War II bombing of Darwin and meets a drover played by Hugh Jackman.
The swing back to a more nostalgic and romantic portrayal of the great south land heralds part of a much needed reinvention of Australia's image.
The Australian tourism industry has declined considerably since Paul Hogan's iconic 1984 "shrimp on the barbie", which portrayed Australians as laid-back and easy-going. The Sydney 2000 Olympic Games declared by IOC President Juan Antonio Samaranch as "the best games ever" also did wonders for the industry with record numbers of tourists flocking to the southern shores.
Despite advancements in technology and travel, the rising fuel costs and increasing competition from cheaper, but more exotic, Asian locations are leaving Australia as an island on the edge of the world.
At a time when the island nation most needs a new and appealing image, the Australian tourism industry has been plagued by inadequate advertising campaigns.
The "So where the bloody hell are you?" campaign, featuring bikini-clad Lara Bingle, was widely embarrassing for many in the industry, drawing a comment from Prime Minister Kevin Rudd that it was a "rolled-gold disaster".
Much anticipation now rests on Mr Luhrmann's movie, due to be released in November this year, in the hope that it will provide a much needed boost for the tourism industry.
Top international advertising company DDB Worldwide has been hired to help with the process.
Tourism Australia managing director Geoff Buckley said DDB Worldwide – creator of campaigns for the likes of McDonald's, Volkswagen, Phillips and Egypt Tourism – had been chosen for being "at the top of the creative game globally".
Mr Buckley said the agency would particularly focus in the coming months on promoting the country off the back of Mr Luhrmann's movie.
Australia is expected to be released in 70 countries and screens in Australian cinemas from November 13, 2008
With AAP
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