AUSTRALIA today will officially dump its controversial "Where the bloody hell are you?" tourism slogan.
Instead, Tourism Australia has chosen the creative eye of film director Baz Luhrmann to re-brand the nation, AdelaideNow reports.
Ahead of the release of his epic romance Australia, Luhrmann has been developing two major TV advertisements to sell Australia to the world.
After the failure of the last slogan, delivered by a bikini-clad Lara Bingle, the new $40 million campaign takes a different approach.
The theme of television advertising will be transformation, namely Australia's impact on tourists and its ability to transform their personalities.
The Barossa Valley will play a starring role in the campaign as one of 11 key images used in print advertisements.
Iconic landmarks such as Sydney Harbour, Victoria's Great Ocean Road and Canberra's Parliament House will also feature prominently in print ads.
Mr Luhrmann's two television advertisements – which will be unveiled today – have been described as "mini-films".
The campaign will be rolled out in cinemas, on televisions, in print and online across 22 countries – from the U.S. and Britain to Thailand, Japan and Sweden.
