Tourism Australia Announces New Ambassador Rose Byrne & G’day Short Film
Grace Mahas — October 20, 2022 — Marketing
Tourism Australia created a live-action short film featuring CGI animated characters. As part of a new global tourism campaign, G'day, a short film, will debut online on 19 October 2022 inviting international travelers to book an Australian adventure. This short film is directed by acclaimed Australian director Michael Gracey (The Greatest Showman), and depicts the unlikely adventures of a plush souvenir kangaroo named Ruby and a toy unicorn named Louie.
Moreover, Indigenous cultures and peoples are central to the G'day story and their warmth is evident throughout. Ms Harrison, concluded “Another hero of the campaign is the remake of the Australian classic song Down Under by up-and-coming Australian band King Stingray, who sing in both English and Yolŋu Matha, an Indigenous language from northeast Arnhem Land in the Northern Territory.”
Moreover, Indigenous cultures and peoples are central to the G'day story and their warmth is evident throughout. Ms Harrison, concluded “Another hero of the campaign is the remake of the Australian classic song Down Under by up-and-coming Australian band King Stingray, who sing in both English and Yolŋu Matha, an Indigenous language from northeast Arnhem Land in the Northern Territory.”
Trend Themes
1. Live-action Short Films - Creating live-action short films with CGI animated characters is a disruptive innovation opportunity for film and advertising industries.
2. Indigenous Representation - Highlighting Indigenous cultures and languages in promotional campaigns is a trend that is transforming the tourism industry.
3. Cultural Remakes - Remaking classic songs with Indigenous languages like Yolŋu Matha presents new opportunities for the music industry to embrace cultural diversity.
Industry Implications
1. Film - Experimenting with live-action short films that blend CGI animation could open new pathways in the film industry for innovative storytelling.
2. Tourism - Promoting Indigenous cultures and peoples in tourism marketing can increase engagement and create culturally responsible tourism practices.
3. Music - Incorporating non-English languages like Yolŋu Matha in songs is a growth opportunity for the music industry to embrace cultural diversity and develop new audience segments.
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