Tourism Australia seeks Songlines for global campaigns

Media release

Tourism Australia, in partnership with YarnnUp, is seeking Expressions of Interest (EOI) from First Nations artists to create a suite of artworks representing the interconnected Songlines of Country.

Songlines artwork will feature across Tourism Australia’s campaigns, content, and marketing materials. The project honours Songlines as living archives of Country, law and relationship.

Speaking about the project, Tourism Australia Acting Managing Director Robin Mack said this initiative was important in sharing a uniquely Australian story with the world.

“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.”

“Tourism Australia is deeply committed to reconciliation. As outlined in our Stretch Reconciliation Action Plan 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, “Through our marketing, we are inviting travellers to come and immerse themselves in our landscapes, build connections and create memories and stories to last a lifetime. What truly sets us apart from other destinations is the rich and diverse cultures of our First Nations peoples.

“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 will be led by YarnnUp, a First Nations-owned agency, who will administer the EOI process on behalf of Tourism Australia. YarnnUp will safeguard cultural integrity at every stage, supporting artists and ensuring the project remains accountable to Country, Elders and cultural protocols.

Managing Director of YarnnUp, William Trewlynn said: “Songlines carry responsibilities that reach across generations. This project ensures they are 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. 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 welcomed from both established and emerging First Nations artists. Applicants may work in digital or traditional media. The key requirement is ability to tell story through design and a willingness to collaborate with the project team to bring this work to life as part of Tourism Australia’s global brand.

YarnnUp will provide ongoing support to the selected artist, including assistance with digitisation to ensure artworks are suitable for commercial application without compromising cultural meaning.

In addition to building on Tourism Australia’s Stretch Reconciliation Action Plan commitments, the Songlines project sets an important precedent for how national organisations can engage with First Nations artistry - not as decoration, but as leadership - creating pathways for authentic collaboration into the future.

For more information, including full details on requirements, timelines and submission instructions, please visit: www.yarnnup.com.au/tourism-australia-EOI

For questions or support, please contact: songlinesEOI@yarnnup.com.au