Australia’s Latest Tourism Video May Be One of the Most Inspiring Travels Ads of 2013
Opening screenshot from "Be Changed", the latest video from Tourism Australia.
All the elements that need to be present in a great tourism video — creative landscape visuals, people having fun, non-generic voiceovers, right music — fit in well in this one. Maybe BrandUSA should learn from this, or better still, maybe hire Tourism Australia to do all its marketing? Is that even possible?
Tourism Australia, Australia’s apex tourism organization charged with promoting the giant country, is really good at consistently putting out great videos, and the latest video does not disappoint.
The video — a short film really — is called “Be Changed” and tries to get across the “transformational journey” visitors will have in the country. Over visually captivating shots of the country’s diverse landscape and experiences — a lot of it shot during its “Best Jobs In The World” competition earlier this year — the video uses the arresting poetry and voice of Bravo Child, an acclaimed Sydney based performance poet, as the voiceover.
Description from Infinity Squared:
Infinity Squared has released it’s most recent content work for Tourism Australia, a collaboration between local poet Bravo Child for The Best Jobs in The World Campaign which caught international headlines earlier this year.
Directed by Rob Stanton-Cook, the short film, entitled “Be Changed” features the words and voice of Bravo, married with footage produced during finals week of the campaign in June of this year, which saw Infinity Squared deploy 6 independent crews into 6 states to simultaneously cover the week also providing footage for the world’s media.
- Director: Rob Stanton-Cook
- Co-Directors: Aaron McLiskly, Campbell Brown, Mitch Kennedy, Damon Cameron and Byron Quandary.
- Producer: Ainslee Wood
- E/P: Dave Jansen
- Executive General Manager Marketing, Tourism Australia: Nick Baker
- Global Public Relations Manager, Tourism Australia: Anita Nelving