From A Land Down Under

DDB Sydney and Tourism Australia are encouraging travelers from around the world to visit the country. At the center of the campaign is a content marketing initiative that follows native and international musicians as they travel around Australia and play music together.

The international musicians, including including English cellist, Desmond Neysmith and Taiwanese clarinettist Irene Chen, were in Australia this month to perform as part of the 2011 YouTube Symphony Orchestra.

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

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative direction at Bonehook in Portland, Oregon.