# Bummer Tourism Ads Promoting Australia as Cure-All for Urban Life's Woes By Katie Cordrey | Published 2009-01-29 | World Source: Trend Hunter, https://www.trendhunter.com/trends/promoting-tourism-travel-in-australia-cure-to-urban-life-problems References: [youtube](http://www.youtube.com/watch?v=gQGMuxJ0vCc) & [australia](http://www.australia.com/campaigns/walkabout/int/index.htm) I have to say, I am not a fan of the ‘Come Walkabout’ commercials directed by ‘Australia’ filmmaker Baz Luhrmann for [Tourism Australia](https://www.trendhunter.com/trends/gday-dogs-food-truck). I know this makes me uncool and will leave me unpopular, but I just feel too depressed by the ads to care. The one above starts out in [rainy New York](https://www.trendhunter.com/trends/cinematic-travel-campaign) and it’s such a downer, I had to see it half-a-dozen times to realize that it actually has a happy ending... sort of. I expect the couple will be breaking-up as soon as the vacation is over. The one below is a little lighter, but it doesn’t really inspire my desire to explore Australia. In fairness, the work is beautifully composed and artful. I suspect this plays better in the film, Australia, than as an [ad for tourism](https://www.trendhunter.com/trends/against-overtourism), but then, I doubt I am the target audience… I’m not quite sorrowful enough. ## Trend Insights (Trend Hunter) - Score: 2.5/10 - Popularity: 2% | Activity: 65% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [World](https://www.trendhunter.com/world) > [Travel](https://www.trendhunter.com/travel) ## Key Themes ### Key Themes Behind This Trend - **Depressing Tourism Ads:** Opportunity for creating more positive and inspirational advertisements for promoting tourism destinations. - **Artful Advertising Compositions:** Disruptive innovation opportunities in utilizing artistic and visually appealing compositions in advertising campaigns. - **Targeted Audience Engagement:** Opportunity for refining and targeting advertisements to specific audience segments to elicit desired emotional responses. ### Where This Applies - **Tourism and Travel:** Disruptive innovation opportunities in reimagining the way tourism destinations are promoted through captivating and uplifting advertisements. - **Film and Entertainment:** Opportunity for leveraging the impact of film and visual storytelling techniques in advertising to create engaging campaigns. - **Advertising and Marketing:** Disruptive innovation opportunities in developing new strategies and approaches for targeting and engaging specific audience segments in advertisements. ## Related on Trend Hunter - [Travel Lifestyle Brand Ads](https://www.trendhunter.com/trends/travel-changed-me.md) - [Meaningful Travel Reunion Ads](https://www.trendhunter.com/trends/must-be-love.md) - [History-Centric Advertisements](https://www.trendhunter.com/trends/royal-ontario-museum.md) - [Vacation Rental Campaigns](https://www.trendhunter.com/trends/airbnb-1.md) - [Satirical Destination Marketing Videos](https://www.trendhunter.com/trends/switzerland-is-fake.md) - [New Yorker-Approved Campaigns](https://www.trendhunter.com/trends/new-yorks-streeteasy.md) - [Green Tourism-Focused Video Series](https://www.trendhunter.com/trends/hong-kong-tourism-board.md) - [Intense Elemental-Inspired Sportswear Spots](https://www.trendhunter.com/trends/engineered-for-whatever-ad.md) - [Nostalgic Fast Food Campaigns](https://www.trendhunter.com/trends/cheeky-maccas.md)