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Tourism Australia has announced the launch of its latest tourism campaign, which has involved collaboration with filmmaker Baz Luhrmann and intends to make Australia a 'must visit' destination for travellers.

Geoff Buckley, managing director of the tourism organisation, said that the production of Luhrmann's new film Australia was a marketing opportunity that could not be missed.

He added: 'We knew that this huge film would create a wave of publicity that would put the country in the spotlight around the globe. And we found that the film's story had a remarkable resonance for what we do marketing the country as a travel destination.'

Nick Baker, general manager of marketing for Tourism Australia, said that the campaign is cinematic in style and centred around a story, distinguishing it from most promotions featuring 'pretty pictures of places and people'.

The characters in the marketing campaign are shown finding a release from stress and a sense of identity in Australia, which mirrors the story of Nicole Kidman's character in Luhrmann's film.

Television, cinema, print and online adverts – which were shot on location in north-west Australia and on sound stages in Sydney – will be shown in all 22 of Australia's major world markets from this month until mid 2009.

It is hoped that the campaign will help the country achieve its forecast growth rate of 3.2% in international arrivals next year.

Baz Luhrmann's film Australia will be released in cinemas across Europe in December.

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