Tourism Australia in content marketing push as David Attenborough returns to Reef

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Image: Atlantic Productions

Tourism Australia has helped fund the production costs of a new three-part documentary that has seen iconic natural history presenter David Attenborough return to the Great Barrier Reef.

The tourism agency has ploughed $1.5 million into the venture in what has been described as a “multi-platform” media project between Tourism Australia and Atlantic Productions.

It will inject more cash to support international marketing once the series airs, likely to be early next year. The documentary is expected to be distributed to more than 130 countries and will form part of a renewed push to promote and market Australia’s aquatic and coastal product.

Attenborough spent three weeks filming the Reef on board one of the world’s most advanced research vessels.

“The Great Barrier Reef is a huge part of our destination appeal, with consumers in the UK, US, Singapore and Japan actually ranking it as their number one most appealing Australian attraction,” Tourism Australia managing director John O’Sullivan said.

“It’s vital we continue to show the world why our aquatic and coastal experiences are so unique, and this film will undoubtedly help tell that story to a truly global audience about the beauty and importance of the Great Barrier Reef, and ultimately inspire more visits.”

The collaboration between Tourism Australia, Attenborough and Atlantic Productions will be formally announced today at Tourism Australia’s inaugural Destination Australia Conference.

Steve Jones


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