Nicole Kidman: Outback Waterfalls and Marketing Australia

Love the new Baz Luhrmann ads. Just love them.

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:


Diggers Rest Station

Diggers Rest Station

We’ve recently completed a new website for Digger’s Rest Station, one of the Kimberley stations used for location shooting of Australia. The landscape of the Kimberley is spectacular, with the ‘flat tops’ of the Cockburn Range becoming a visual icon for the region. When you see the images of the ‘flat tops’ in Australia, The Movie, you’ll know what I mean – watch for the clinch scene between Hugh and Nicole, with the flat top mountains in the background.

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.