Using Association to Promote Movies Edit
Baz Luhrmann Heads Down Under for 'Australia'

Famed director Baz Luhrmann took a psychological approach in promoting his new film ‘Australia’—association.

In DDB Worldwide’s “Come Walkabout” campaign to promote tourism in Australia, Baz Luhrmann directs a commercial whose premise is very similar to that of the movie he has just completed. In both ‘Australia’ and the “Come Walkabout” campaign, a stressed woman finds peace—and herself—in Australia.

The dreamlike spot is similar to Baz Luhrmann’s other surreal works like ‘Moulin Rouge’ and ‘William Shakespeare’s Romeo + Juliet.’ ‘Australia’ is set for a November 26 release in the United States. As the premiere date nears, further cross-promotion will occur between Australia and Baz Luhrmann’s ‘Australia.’