The campaign kicks off in the UK, with more than 拢4m being spent on the new 'Brand Australia' advertising starting May 26.
Created by Sydney agency Whybin TBWA, a series of 60-second and 30-second television ads will show Australia through the eyes of the artists Brett Whiteley and Barbara Weir, the poet Les Murray, cricket legend Richie Benaud and the singer Delta Goodrem.
One of the spots shows an animated version of a Whiteley painting of the Sydney Harbour Bridge, with the words of chat show host and frequent visitor to Australia, Michael Parkinson.
Emma Bradley, European marketing director at the Australian Tourist Commission, said that the new Brand Australia was taking a unique marketing approach, which marked major shift away from traditional tourism picture postcard marketing.
"The concept is executed in the TV advertisements through the different perspectives of our Australian and British personalities who highlight new aspects of the country that are not well-known in the UK. They tell their stories through food and wine, literature, music, poetry and art," she said.
Delaney Lund Knox Warren has created outdoor, online and interactive TV elements of the campaign, and the UK media is through BJK&E.
TBWA\Tequila Australia created the new look for the site, which is the call to action for all elements of the campaign.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .