Marketing

Making Tracks

Talented Australian and international musicians are a part of a new digital and social media marketing initiative by Tourism Australia aimed at inspiring travellers around the world to holiday in Australia.

Capitalising on Australia winning the right to host the second ever 2011 YouTube Symphony Orchestra, Tourism Australia has filmed four of the orchestra members including English cellist, Desmond Neysmith and Taiwanese clarinettist Irene Chen, as they travelled with upcoming Australian musicians around Australia. Their travels to every State and Territory have been captured in a creative series of online videos for YouTube called Making Tracks.

Extracts from the Making Tracks videos will be broadcast to an international audience of millions as part of the musicians’ finale performance at the Sydney Opera House on March 20. The videos will be hosted on YouTube, Tourism Australia’s travel website and Australia’s Facebook page.

The minister for tourism, Martin Ferguson, said Making Tracks would help to put the spotlight on Australia by showcasing our talented local musicians, against spectacular landscapes as a backdrop on some of the world’s most visited online channels.

AN25-3-DewayneEverettsmith_JasmineBeams_Great_Ocean_Rd

“In an increasingly competitive global travel market new and innovative ways are needed to promote Australia’s tourism products to the world,” Mr Ferguson said.

“Tourism Australia’s $150 million There’s nothing like Australia campaign makes good use of digital marketing. The online environment can be very powerful in motivating travellers to convince others about why they too should holiday in Australia. Making Tracks will build on this by drawing together our talented musicians, our iconic tourism destinations and social media in an innovative way to promote a range of experiences.”

The four Making Tracks videos feature:

  • Sydney guitarist Luke Webb and English cellist, Desmond Neysmith travelling in New South Wales and Western Australia including surfing at Bondi beach and swimming with dolphins off Rockingham;
  • Sydney pianist and keyboardist Andy Bull and Taiwanese clarinettist, Irene Chen travelling in South Australia and Northern Territory including penguin-spotting on Kangaroo Island and enjoying the sun set over Uluru;
  • Hobart guitarist Dewayne Everettsmith and American viola player, Jasmine Beams travelling in Tasmania and Victoria including taking a helicopter flight over the Twelve Apostles and trekking across the Western Wilderness in Tasmania; and
  • Melbourne pianist and guitarist Stu Cullen with American bassoonist Sam Blair travelling in the ACT and Queensland including hot air ballooning over Canberra and 4-wheel driving on Fraser Island as well as many other Australian travel experiences.

Related Articles

Leave a Reply

Your email address will not be published. Required fields are marked *

Back to top button