So will it work? A bigger question in my mind is whether big brand campaigns are worth the expense. Whatever we spend it will be a drop in the vast ocean of advertising messages and isn't money better spent on driving more regular visits from those who already love the idea of coming here?
Whether it's through the work of Tourism Australia or not, 5.6 million people came to Australia in the 12 months to February 2010, a rise of about 2%. It's not a big increase, but it could easily have gone backwards given the GFC and the strength of the Aussie dollar, but is it more to do with cheap airfares and lower priced package deals?
On today's BTalk I talk to Matt Hingerty, MD of the Australian Tourism Export Council, about how we promote Australia overseas and what the future has in store for the inbound tourist industry.