Tourism Australia, in conjunction with Qantas, has rolled out an online campaign, a reworking of 1980s Icehouse hit 'Great Southern Land'.
The video clip, released on YouTube and TA's Facebook page, features music artists such as Icehouse frontman Iva Davies, Katie Noonan, Cut Copy, Eskimo Joe and the Sydney Philharmonia Choirs in addition to everyday Australians.
The campaign is timed to coincide with the 30th anniversary of the original release of 'Great Southern Land'. Landmarks and destinations featured in the clip included Rottnest Island, Federation Square, Kangaroo Island, Cottesloe Beach and Crystal Cascades.
Tourism Australia managing director Andrew McEvoy said: “For the past 30 years 'Great Southern Land' has been an inspirational and positive anthem for our country. This clip will be shared with online audience over the world – including with Tourism Australia's 3.4 million Facebook fans – to reignite some of the passion and emotional connection that people feel towards Australia when they hear this song.
“We know from research that more and more travellers are turning to word-of-mouth and online media for holiday inspiration and collaborating with advocates like Iva Davies and our 160 Friends of Australia ambassadors is a powerful way for Tourism Australia to reach new audiences.”
Davies said: “It is really humbling that so many Australians including artists that I respect, have taken the time to come together to form this amazing clip for Tourism Australia, showcasing the beautiful destinations Australia has to offer the world. As a musician, I've travelled this vast country many times and seen some awe-inspiring places but what I've learnt is that you never stop discovering the beautiful colours and changing landscapes of Australia.”
Davies said he was originally inspired to write the song while flying over Australia on a Qantas plane in 1981.
Eskimo Joe's Stuart MacLeod said: “There's a real sense of the land in this song, you can see wide open plains and red earth, huge skies and isolation whenever you hear it. There is so much mystery in the music, and I think that's what drew me to it from an early age.”
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.
Have something to say? Send us your comments using the form below or contact the writer firstname.lastname@example.org
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at email@example.com