Tourism Australia Launches ‘Making Tracks’ Campaign

The landscapes, people and experiences of Australia provide inspiration for Tourism Australia’s new online marketing campaign, Making Tracks, which uses musicians to showcase the destination to an international audience. 

The Making Tracks campaign pairs up four international classical musicians from the YouTube Symphony Orchestra 2011 with a contemporary Australian musician and sent on a journey of discovery across Australia.

Also, on the evening of March 20, Obscura Digital will transform the dynamic Sydney Opera House structure into a visual augmentation of a live symphonic performance.

It will amplify the artistry of the YouTube Symphony Orchestra event with real-time audio-reactive graphic projections. They will simultaneously canvas the interior and exterior of the iconic building with parallel projection shows. (Read: Symphony Orchestra to Go Live on YouTube)

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As tourism is being promoted to earn more revenues by different countries in the world, Tourism Ireland is trying to do it with the help of a virtual game. Called Ireland Town, the game aims to brings the holiday experience in Ireland to life for Facebook fans across the world. (Read: Tourism Ireland with Social Game on Facebook)

The musical pairs were tasked with composing a piece of original music inspired by the trip. Each journey was filmed and is being told through a series of four short musical episodes broadcast on YouTube and via Tourism Australia’s website. 

Between them, the musicians travelled to every state and territory in Australia and participated in a range of experiences, which included surfing at Bondi beach, swimming with dolphins off Rockingham, enjoying the sun set over Uluru, penguin-spotting on Kangaroo Island, taking a helicopter flight over the Twelve Apostles and more.

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Tourism Australia managing director Andrew McEvoy believes that the creative collaboration with YouTube will enable Tourism Australia to reach new markets by broadening its messaging and focusing on music and the arts.

The four classical musicians – from America (two), Taiwan and the UK – are part of the YouTube Symphony Orchestra 2011, which will perform at the Sydney Opera House on March 20.

Musical pairings:

  • Australian guitarist Luke Webb and English cellist Desmond Neysmith travelled through NSW and Western Australia
  • Australian pianist and keyboardist Andy Bull and Taiwanese clarinetist Irene Chen travelled through South Australia and Northern Territory
  • Australian guitarist Dewayne Everettsmith and American viola player Jasmine Beams travelled through Tasmania and Victoria
  • Australian pianist and guitarist Stu Cullen and American bassoonist Sam Blair travelled through ACT and Queensland

The first YouTube Symphony Orchestra saw more than 90 musicians from over 30 countries play a sold-out performance at Carnegie Hall in New York as well as attract 25 million views from 226 countries to the Symphony channel, says Tourism Australia.

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