There is a lot of debate about these here in Australia: are they too risky? Well, time will tell, but I think they are sheer genius when combined with Nicole Kidman’s waterfalls.

To understand the tie in, first have a look at the new US ad from Tourism Australia (made by Baz Luhrmann).

Now notice the beautifully timed marketing pitch from Nicole Kidman (from Women’s Weekly):

“I never thought that I would get pregnant and give birth to a child, but it happened on this movie. Seven babies were conceived out of this film and only one was a boy. There is something up there in the Kununurra water because we all went swimming in the waterfalls, so we can call it the fertility waters now.”

Sheer genius. Baz Luhrmann’s evocative imagery, Nicole’s magic, and a Tourism Australia campaign featuring the Kimberley, Northern Australia.

Like all marketing and advertising, we won’t get to know how good it really is until after it runs – it’ll be very easy to be an expert after the results are in.

I think aiming the ads at women, and making them so emotionally engaging, is a very smart move. People love pretty pictures, but Baz Luhrmann is telling a much deeper story here, and maybe that will persuade women to pack their bags and visit Australia.

If you haven’t seen the trailer for Australia yet, here it is:

Beautiful.

Diggers Rest Station

I am sure Roderick and Alida will be getting a lot more people out to the station to experience the Kimberley for themselves.

Thanks to Baz Luhrmann, Nicole Kidman and Hugh Jackman.

Nicole Kidman: Outback Waterfalls and Marketing Australia