Indigenous Elders give personal welcome to country in Tourism Australia campaign

Paige Murphy
By Paige Murphy | 5 July 2021

Tourism Australia has launched a new campaign, Welcome to My Country, which touches the heart and spirit of the world's oldest living culture - Australia's Indigenous custodians.

The film, launched in time for NAIDOC Week, was created in partnership with Indigenous production company Blackfisch Films.

More than a film, it is a personal welcome to step onto country, meet its ancestors and become part of their family and their dreaming.

Award-winning director Malinda Rutter, partnered with international creative director Jeremy Perrott, to produce a rich, cinematic work that centres on empathy, insight and connection to Elders and community.

A proud Bundjalung, Gidhabal and Galibal woman, Rutter is a celebrated Indigenous storyteller who led this campaign with personal connection.

By engaging with respected Elders in their country and by choosing their voices to guide viewers, for the first time we are welcomed to their country to meet their ancestors.

The film is guided with personal insight on culture and local history through forests, rivers, deserts, ocean and all that grow and inhabit it.

Taking an elder’s hand, viewers experience life in their footsteps and understand the innate connection we all have with country.

A series of extensions from the film will expand the stories of the Elders to give viewers more insight, guide their understanding and open them up to the incredible culture of this great expanse we all call home.



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