First Nations artists are being invited to create a suite of artworks representing the interconnected Songlines of Country for a new global tourism campaign.
YarnnUp and Tourism Australia are seeking expressions of interest from creatives for Songlines artwork, which will feature across Tourism Australia campaigns and marketing.
Tourism Australia acting managing director Robin Mack said the project honoured Songlines as living archives of Country, law and relationship, and sharing this uniquely Australian story internationally was essential.
"The use of Songlines is an opportunity to honour the deep cultural knowledge that has shaped this continent for over 65,000 years – in a way that acknowledges Country, celebrates living cultures, and invites audiences to come and experience Australia through a deeper lens," Mr Mack said.
"Tourism Australia is deeply committed to reconciliation … this commitment involves us moving beyond awareness to embedding cultural leadership in our work and an example of this is the inclusion of Songlines within our global brand."
Tourism Australia chief marketing officer Susan Coghill said the marketing campaigns would entice travellers to immerse in First Nations landscapes, build connections and create lifetime memories.
"One of the important things that truly sets us apart from other destinations is the rich and diverse cultures of our First Nations peoples," she said.
"Working with YarnnUp has been important to ensure the approach is culturally appropriate and best practice."
The invitation to First Nations artists to develop the Songlines is led by First Nations-owned agency YarnnUp, who will manage the EOI process and safeguard cultural integrity throughout the campaign, supporting artists and ensuring the project respects Country, Elders and cultural protocols.
YarnnUp managing director William Trewlynn said Songlines carry responsibilities that reach across generations, and the tourism initiative ensured they were held with care, protecting what is sacred, sharing what is appropriate, and inviting the world to see Australia through the depth of First Nations cultural leadership.
"We commend Tourism Australia for creating space for this important work to be led with cultural integrity, showing what true partnership with First Nations looks like on a national and global stage," he said.
"Importantly it also opens doors for First Nations artists to share story in ways that honour Country and reach audiences around the world."
Applications are being sought from established and emerging First Nations artists in digital or traditional media, with the ability to tell story through design, and collaboration with project teams a key requirement to bring work to life as part of the global brand campaign.
Selected artists will be supported with digitisation of works by YarnnUp to ensure artworks were suitable for commercial application, without compromising cultural meaning.
Tourism Australia says it is confident the Songlines project will set an important precedent for how national organisations can engage with First Nations artistry, creating pathways for authentic collaboration into the future.
More information, including details on requirements, timelines and submissions is available via the YarnnUp website or via email at songlinesEOI@yarnnup.com.au.
