Tourism Australia is harnessing the combined social media power of Google and YouTube to create a new initiative designed to appeal to international travellers.
Where the government agency has previously relied on bikini-clad models, or even Oprah Winfrey, to tempt travellers to our shores, Tourism Australia is now looking to the power of eight up-and-coming musicians to play pied-piper to tourists.
While it can't compare to Oprah's "ultimate Australian adventure", this latest campaign by Tourism Australia, called "Making Tracks", is about sharing down under with people around the world through music from the YouTube Symphony Orchestra.
The organisation is hoping to inspire people through tech, culture and music, according to Nick Baker, marketing director of Tourism Australia.
"Google and YouTube are fundamental to our program. YouTube's extensive reach to millions and millions of people, I think it's 300 million people a month, it's better than any other platform we could ever hope for," said Baker.
The Making Tracks campaign website has already been viewed by 1.1 million people worldwide.
The amateur musicians were taken around Australia where they got to experience the country's natural beauty, allowing it to inspire their musical talents.
The YouTube Symphony Orchestra will be performing this Sunday at the Sydney Opera House, which will also be broadcast live via YouTube. Telstra customers will also be able to view the concert on their mobile phones for free.