Australia’s New Ad Campaign Spotlights Indigenous Peoples, Not Aussie Stars
Photo Credit: Uluru is featured prominently in Australia's latest tourism campaign. Tourism Australia
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Australia has finally launched a new tourism campaign, and it's taking the much overdue steps of encouraging visitors to travel to lesser-known destinations and invest in local communities.
Tourism Australia's new global campaign is, unlike its previous efforts, not focused on showcasing Australian celebrities. It's instead addressing issues pertaining to overtourism and the country's Indigenous communities through a film highlighting its attractions.
The $125 million campaign, created in collaboration with marketing agency M&C Saatchi, is a major part of the organization's strategy to rebuild Australia's tourism industry coming out of the pandemic, with inbound touris
