Australia’s ‘EntertaiNation Branding’
If you remember, the film Australia, released back in 2008, was starred not only by Nicole Kidman and Hugh Jackman, but also by Australia and its natural environment. The movie was a success in terms of sales and revenue and many nominations and the awards it had won.
It was the result of the close, clever cooperation among the Tourism Australia, Image of Australia Branch under the government, film director Luhrmann, and the film corporation 20th Century Fox. The movie proves that if a nation’s government works closely with the entertainment industry to brand the nation’s image, it could result in the most visually scintillating projection of the nation’s image.
This campaign titled, “See the Movie, See the Country”, which turned the film into “a real-life travel adventure” shows how popular culture and entertainment can be an important tool for country brand standing.
Official trailor of the film Australia from Youtube