The campaign breaks in the UK today, with 60-second spots running in Griff Rhys Jones' "Greatest Cities of the World" on ITV1 at 9.15pm and in "Desperate Housewives" on Channel 4 at 10.30pm.
The ads are inspired by Luhrmann's upcoming film "Australia", and will launch with a mixture of 30- and 60-second TV spots, online activity and print executions running until 4 November.
The first spot, "billabong", features an overworked American woman who finds a new sense of self when she visits Australia. The ads use the Australian term "walkabout" to describe how holidays should be a time of discovery.
Geoff Buckley, the managing director of Tourism Australia, said: "We knew that this huge film would create a wave of publicity that would put the country in the spotlight around the globe. And we found that the film's story had a remarkable resonance for what we do marketing the country as a travel destination."
The campaign will run in 22 markets around the world until mid-2009.
Tourism
New Tourism Australia ad: Watch it here
Tourism Australia has launched a £20 million global advertising campaign, created by the award-winning director Baz Luhrmann.
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