# Using Association to Promote Movies Baz Luhrmann Heads Down Under for 'Australia' By Marissa Brassfield | Published 2008-10-14 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/baz-luhrmann-australia References: [adgabber](http://www.adgabber.com/video/video/show?id=546804:Video:121848) & [australiamovie.net](http://www.australiamovie.net/) 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](https://www.trendhunter.com/trends/new-travel-campaign), 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](https://www.trendhunter.com/trends/gday-dogs-food-truck) and Baz Luhrmann's 'Australia.' ## Trend Insights (Trend Hunter) - Score: 4.5/10 - Popularity: 41% | Activity: 85% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Association Marketing:** Leveraging psychological approach to connect products and services through association. - **Cross-promotion:** Marketing two or more products or services together to enhance their visibility and drive sales. - **Surrealistic Advertising:** Using dreamlike elements in advertising to create a unique and memorable experience. ### Where This Applies - **Film:** Opportunity for film studios to explore cross-promotion with travel/tourism industry. - **Tourism:** Opportunity for tourism boards to create association marketing campaigns with art and entertainment industries. - **Advertising:** Opportunity for advertising agencies to explore the use of surrealism in campaigns for greater impact. ## Related on Trend Hunter - [Co-Branded Custom Ads](https://www.trendhunter.com/trends/lexus-and-universal-pictures.md) - [Box-Office-Themed Travel Pop-Ups](https://www.trendhunter.com/trends/intrepid-x-tiff.md) - [Travel Lifestyle Brand Ads](https://www.trendhunter.com/trends/travel-changed-me.md) - [Hollywood-Inspired Vacation Ads](https://www.trendhunter.com/trends/its-all-possible.md) - [Vacation Rental Campaigns](https://www.trendhunter.com/trends/airbnb-1.md) - [Global Tasmanian Footwear Campaigns](https://www.trendhunter.com/trends/well-worn-campaign.md) - [Cinematic Martial Arts Promotions](https://www.trendhunter.com/trends/premier-foods-and-sony-pictures.md) - [Cinematic GenAI Campaigns](https://www.trendhunter.com/trends/the-knowit-alls.md) - [AI Travel Campaigns](https://www.trendhunter.com/trends/extraordinary-is-out-there.md)