While the TV commercials for Tourism Australia attempt to build an emotional connect, the work on static medium explains what ‘walkabout’ is all about. Each ad explains aspects of Australia’s diversity – beaches, galleries museums and national parks.
What I liked about it was the way it explained the ‘transformation’ that happens after visiting Australia in the ‘Arrived’ and ‘Departed’ format. These ads have been produced in conjunction with DDB Worldwide, Tourism Australia’s new advertising agency, though they were not involved with the Baz Luhrmann films, which were produced by Bazmark. DDB will produce Tourism Australia’s next international campaign to be rolled out post-June 2009.
Thanks to Inspiration Room, Daily where you can see rest of the print ads.