Australia is one of the most beautiful countries on the planet. Yet, because it is literally a world away from most other places, it doesn't even rank in the top 20 worldwide holiday destinations. Heck, even Poland ranks higher than us. So Tourism Australia needed to change its thinking. That's when Baz Luhrmann was approached with the idea of dovetailing an advertising campaign with the launch of his feature film called 'Australia'.

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The campaign focused on the transformation people encounter when they arrive in Australia. So we designed a website where people entered specific emotions they wanted to experience together with a particular part of the country they wanted to explore. Then, with the click of a button, the perfect holiday was planned and ready to book.