“Allowing Australia to speak for itself ”, Tourism Australia’s latest video campaign, featuring two Broome schoolboys and scenes from the Kimberley’s own Bungle Bungles and Cape Leveque, went global last week.
Far from Lara Bingle’s “where the bloody hell are you?”, it continues the “There’s nothing like Australia” campaign but takes a different tone.
To the lilt of a love song sung male vocals with a viola, the 1min 30sec clip aims to entice international visitors to the kind of Australia where their experiences would be relaxing, enthralling and playful.
Broome boys Ben Black, five, and his brother Josh Black, four, understood what the directors were going for back in March, when they were part of a shoot for the campaign.
They travelled up to Kooljaman at Cape Leveque, where Djarindjin Community chairman Brian Lee led them and a bunch of local children on a mud-crabbing adventure.
“It was for people to come and look at Broome, and think it’s a nice place to stay and have a little holiday, and they would just go fishing and swimming … we do all that,” Ben said.
The two brothers remembered the experience with excitement, as they recounted mud-crabbing, bombing into the surf on the beach, and the bumpy and muddy ride up and back down the Dampier Peninsula road.
Their mother Meagan Browne said since the campaign was released, she had calls and comments from family, friends and people all over Australia and overseas about the ad.
Australia’s North West chief executive Glen Chidlow said the campaign focused on ten destinations, and the Kimberley was the one WA destination picked for the tourism campaign.