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.'
Using Association to Promote Movies
Baz Luhrmann Heads Down Under for 'Australia'
Trend Themes
1. Association Marketing - Leveraging psychological approach to connect products and services through association.
2. Cross-promotion - Marketing two or more products or services together to enhance their visibility and drive sales.
3. Surrealistic Advertising - Using dreamlike elements in advertising to create a unique and memorable experience.
Industry Implications
1. Film - Opportunity for film studios to explore cross-promotion with travel/tourism industry.
2. Tourism - Opportunity for tourism boards to create association marketing campaigns with art and entertainment industries.
3. Advertising - Opportunity for advertising agencies to explore the use of surrealism in campaigns for greater impact.