Ne w 7 W o n d e r s o f N a t u r e

Media Kit

1 Media Kit – New7Wonders of Nature 2011

Contents
1. Section 1: About the Campaign
1.1. Introduction to New7Wonders of Nature Campaign

1.2. The New7Wonders Foundation

1.3. The 28 finalists

1.4. How voting works

1.5. Timeline

2. Section 2: Australia’s New7Wonders of Nature Finalists

2.1. Uluru

2.1.1. History

2.1.2. Natural significance

2.1.3. Indigenous culture

2.1.4. Key facts

2.2. The Great Barrier Reef

2.2.1. History

2.2.2. Natural significance

2.2.3. Indigenous culture

2.2.4. Key facts

3. Section 3: Get involved

3.1. How to vote

3.2. How to spread the word

3.3. Activities and events

4. Section 4: Media Contacts

4.1. Tourism Australia Media Contacts

4.2. State and Territory Media Contacts

4.3. Useful Websites

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Section 1: About the Campaign
1.1. The New7Wonders of Nature Campaign
The New7Wonders of Nature campaign, established by the New7Wonders Foundation, is a global search to recognise the
seven most wondrous natural sites in the world through the eyes of the public. Any site that is a clearly defined natural site,
monument or landscape that was not created or significantly altered by humans for aesthetic reasons, could be nominated.

In the first stage the public was asked to nominate the seven natural wonders of their choice. Australia had 13 sites listed
including Uluru, the Twelve Apostles, Fraser Island, Kakadu, The Pinnacles, Blue Mountains, Bungle Bungles, Cradle Mountain,
Flinders Ranges, The Australian Alps, Australia’s Green Cauldron, Australia’s Coastal Wilderness, and the Great Barrier Reef.

Two of these sites, Uluru and the Great Barrier Reef, received sufficient votes to get through to stage two of the campaign.

In this stage the two sites successfully fought off competition from 259 other spectacular natural icons from 222 countries
worldwide. They both fell within the top 77 when voting closed on 7 July 2009 and were considered by the New7Wonders
Panel of Experts for the third and final stage.

Headed by Professor Federico Mayor, (former director-general of UNESCO) the New7Wonders Panel of Experts deemed both
Uluru and the Great Barrier Reef worthy contenders and placed both sites on the Official list of 28 Finalists.

The final stage of voting for the New7Wonders of Nature closes at 11.11am GMT on 11 November 2011 (AEST 10:00pm on
11 November 2011).

A date for the announcement of the final seven sites will be decided as soon as a host country has been selected.

1.2. New7Wonders Campaign History

The New7Wonders of the World was created in 1999 by Bernard Weber, a Swiss-Canadian author, adventurer and
film-maker to contribute to the protection of the world’s human-built and natural heritage and to foster respect for our
planet’s diversity.

The campaign was based on the Ancient 7 Wonders, declared by Philo of Byzantium in 200 B.C. to determine the modern
world’s seven man-made wonders, through a worldwide democratic exercise.

More than one hundred million votes were cast for the New7Wonders of the World through a global web-based platform
(www.new7wonders.com).The final seven were announced in Lisbon, Portugal on 7 July 2007, from 14 finalists which
included the Sydney Opera House.

The New7Wonders of the World are: The Great Wall of China, Petra, the Statue of Christ Redeemer, Machu Picchu, Chichén
Itzá, the Colosseum and the Taj Mahal.

During the announcement, the second global campaign was launched to the world to determine the New7Wonders of
Nature. A date for the announcement of the final seven sites will be decided as soon as a host country has been selected.

The impact of the first voting campaign for the New7Wonders of the World was estimated to have generated US$5bn+ in
economic tourism investment and national brand value for the final sites.

1.3. The New7Wonders Foundation

The New7Wonders Foundation is a Swiss registered official organisation that holds the same status as other global
organisations such as the International Olympic Committee. The Foundation was founded in 2001 by Bernard Weber, a
Swiss-Canadian author, adventurer and film-maker to contribute to the protection of the world’s human-built and natural
heritage and to foster respect for our planet’s diversity.

The mission of the Foundation is to inspire and make people aware of what we are leaving behind for our children and
future generations through a series of global voting campaigns. These campaigns are the first worldwide democratic
exercise in mankind’s history, creating “Global Memory” and seven symbols of unity that respect, honour and celebrate the
cultural and natural diversity of our planet.

The New7Wonders Foundation is an official partner of the United Nations and supports the United Nations Millennium Goals.

4 Media Kit – New7Wonders of Nature 2011

The Foundation is funded through private, commercial, individual and licensing revenues, including sponsorship. All revenue
goes towards the cost of setting of up and running the global New7Wonders platform. The Foundation has pledged 50 per
cent of all surplus revenue raised will be invested into Global Memory causes.

1.4. The 28 Finalists

There are 28 finalists in the New7Wonders of Nature campaign. Each country can have only one finalist, however a number
of sites have been included as multi-country entrants, this includes the Great Barrier Reef which is a shared finalist between
Australia and Papua New Guinea.

FINALIST COUNTRY
Amazon  OLIVIA / BRAZIL / COLOMBIA / ECUADOR / FRENCH GUIANA
B
/ GUYANA / PERU / SURINAME / VENEZUELA
Angel Falls VENEZUELA
Bay of Fundy CANADA
Black Forest GERMANY
Bu Tinah Island UNITED ARAB EMIRATES
Cliffs of Moher IRELAND
Dead Sea ISRAEL / JORDAN / PALESTINE
El Yunque PUERTO RICO
Galapagos ECUADOR
Grand Canyon UNITED STATES
Great Barrier Reef AUSTRALIA / PAPUA NEW GUINEA
Halong Bay VIET NAM
Iguazu Falls ARGENTINIA / BRAZIL
Jeita Grotto LEBANON
Jeju Island KOREA (SOUTH)
Kilimanjaro TANZANIA
Komodo INDONESIA
Maldives MALDIVES
Masurian Lake District POLAN
Matterhorn/Cervino ITALY / SWITZERLAND
Milford Sound NEW ZEALAND
Mud Volcanoes AZERBAIJAN
Puerto Princesa Underground River PHILIPPINES
Sundarbans BANGLADESH / INDIA
Table Mountain SOUTH AFRICA
Uluru AUSTRALIA
Vesuvius ITALY
Yushan CHINESE TAIPEI

5 Media Kit – New7Wonders of Nature 2011

.1.5. How the voting works

The New7Wonders of Nature will be determined by global public voting. It is anticipated the campaign will generate one
billion votes from people around the world.

The voting, which commenced in December 2007, will be conducted in three stages.

The campaign is now in the third and final stage of voting to determine from the shortlist of 28 finalists the New7Wonders
of Nature.

In stage three you can vote once through the website www.new7wonders.com or as many times as you like by telephone.
Voting closes at 11.11am GMT on 11 November 2011 (AEST 10:00pm on 11 November 2011).

Online voting
To vote online go to:
www.n7w.com/gbr for the Great Barrier Reef
www.n7w.com/uluru for Uluru
Telephone voting
For telephone voting in Australia:
Step1: SMS “Uluru” or “Ayers Rock” to 197 88 555 or “GBR” or “Reef” to 197 88 555
Be.interactive. SMS votes cost AUD$0.55 incl GST. Lines close 10:00pm AEST on 11/11/11. Helpdesk 1800 65 33 44.
For terms and conditions go to: http://www.new7wonders.com/en/terms_and_conditions/
Step 2: An auto-response will be sent to confirm it has been registered.
For international voting outside of Australia:
Step1: Call one of these international numbers +44 758 900 1290; +23 9220 1055; +1 869 760 5990; +1 649 339 8080
International call rates may apply. For terms and conditions go to: http://www.new7wonders.com/en/the_whole_
world_of_new7wonders/new7wonders_of_nature/international_telephone_voting_line/
Step 2: Listen to the message and then after the tone key in the four-digit code:
7711 for the Great Barrier Reef or 7726 for Uluru
Step 3: Listen to the next message and confirm your vote

1.6. Timeline
June 2000 The official New7Wonders website is launched to facilitate global voting

September 2000 New7Wonders (man-made) campaign is announced

7 July 2007 The New7Wonders (man-made) are announced in Lisbon, Portugal and the New7Wonders of Nature
is announced as the next global voting campaign

31 December 2008 New7Wonders of Nature global nominations close with 441 sites from 220 countries

7 January 2009 266 nominees qualify for the second stage voting for the New7Wonders of Nature

7 July 2009 Voting ends for the New7Wonders of Nature top 77

21 July 2009 28 finalists for the New7Wonders of Nature announced following judging by an expert panel led by
Professor Federico Mayor, former director-general of UNESCO

11 November 2011 Voting officially closes for the New7Wonders of Nature

TBC New7Wonders of Nature will be announced as soon as a host country has been selected

6 Media Kit – New7Wonders of Nature 2011

 1 THE R
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a global search to recognise the world’s seven

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m/ most wondrous natural sites. A true natural
wonder, the Great Barrier Reef has over 3,000
individual reef systems and coral cays, an
abundance of marine life and some of the
world’s most beautiful beaches.

To vote for The Reef to be named a New7Wonder

of Nature go to www.n7w.com/gbr or
SMS* “GBR” or “Reef” to 197 88 555

Voting closes 11 November 2011

Be.interactive. SMS votes cost AUD$0.55 incl GST.

Lines close 10:00pm AEST on 11/11/11. Helpdesk 1800 65 33 44.
For terms and conditions go to: http://www.new7wonders.com/en/terms_and_conditions/

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w. n /u Australia’s own Uluru, is competing in a

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global search to recognise the world’s seven
most wondrous natural sites. Vibrant in
colour and steeped in history, Uluru also
known as Ayers Rock, is the world’s largest
monolith and a national icon.

To vote for Uluru to be named a New7Wonder

of Nature go to www.n7w.com/uluru or
SMS* “Uluru” or “Ayers Rock” to 197 88 555.

Voting closes 11 November 2011

Be.interactive. SMS votes cost AUD$0.55 incl GST.

Lines close 10:00pm AEST on 11/11/11. Helpdesk 1800 65 33 44.
For terms and conditions go to: http://www.new7wonders.com/en/terms_and_conditions/

7 Media Kit – New7Wonders of Nature 2011

Section 2: Australia’s
New7Wonders of Nature Finalists
2.1 Uluru – Northern Territory, and part of Australia’s Red Centre
Vibrant in colour, rich in texture and steeped in history, Uluru – also known as Ayers Rock – is the world’s largest monolith
and an icon of Australia.

At more than 348 metres high, 9.4 kilometres in circumference and thought to extend 6 kilometres below the ground’s
surface, the remarkable geological compositions of Uluru ensures that it will remain a relic of our nation. Designated a
UNESCO World Heritage site since 1987, Uluru is also remarkable for its religious and spiritual significance.

There are plenty of challenging and interesting activities to enjoy at Uluru, including a visit to the park’s award winning
Cultural Centre, exploring the base of the rock, observing the many colours of Uluru at sunrise and sunset, a guided walk
with traditional owners while learning about bush skills and foods, or a visit to some of Uluru’s many rock art sites.

2.1.1 History
The National Park in which Uluru is located, Uluru-Kata Tjuta National Park, has a remarkable geological history. Five
hundred million years ago, the entire area was covered by an inland sea. Uluru is now an isolated remnant of an original
mountain range that has eroded during millions of years. The rock was named ‘Uluru’ by its traditional landowners the
Anangu people, however in 1873 the first European settler to sight Uluru, William Gosse, named the rock ‘Ayers Rock’ after
former South Australian premier Sir Henry Ayers.

Uluru was returned to the care and ownership of the Anangu in 1985 and the park is now jointly managed between its
traditional landowners and Parks Australia. The management of Uluru is guided by Tjukurpa. Tjukurpa is the foundation of
Anangu life and society and refers to the creation period when ancestral beings created the world. From this came Anangu
religion, law and moral systems.

The traditional owners and Parks Australia ask people not to climb the rock for three main reasons. Firstly for their safety as
the climb is very dangerous. They also ask visitors to respect this fragile environment and Anangu culture by choosing not to
climb this natural wonder.

During many centuries, a spectacular environment of inland lakes and tropical woodland evolved in the area surrounding
Uluru, some of which remains today in the so-called ‘Garden of Eden’ on the canyon floor. The area also contains in
abundance Cycad ferns that date back to the time of the dinosaurs, along with hundreds of species of other plant life.

2.1.1.1 Natural significance

Uluru-Kata Tjuta National Park, where Uluru is located, is globally acclaimed as a World Heritage Area, listed for its natural
and cultural values, and in particular for its continuing Aboriginal traditions and beliefs.

The Uluru-Kata Tjuta National Park was first inscribed on the UNESCO World Heritage list in 1987, when the international
community recognised its spectacular geological formations, its rare plants and animals and its exceptional natural beauty.

8 Media Kit – New7Wonders of Nature 2011

2.1.1.2 Indigenous culture
Uluru has great Aboriginal cultural significance for the traditional custodians of the land, the Anangu. The Anangu believe
the Central Australian landscape was created at the beginning of time by their ancestors. Their descendants have been
protecting these sacred lands for thousands of generations since.

Before Anangu ancestors arrived, the world was unformed and featureless. Their ancestral beings emerged from this void
and journeyed widely, creating all living species and the features of the desert landscape that can be seen today.

Until the 1930s Anangu continued to live a traditional nomadic life - travelling in small family groups, hunting and gathering
from the land, following and responding to seasonal changes and patterns, looking after the land by burning, looking after
water holes, performing ceremonies and teaching knowledge and skills to young people.

2.1.1.3 Key facts

• Uluru is thought to extend six kilometres below the ground’s surface, more than 17 times its height above ground.

•W
 hile Uluru is often referred to as a monolith, the correct term for the formation is an inselberg - an isolated remnant of a
mountain range that has survived the slow erosion of its surroundings.

• Uluru is the largest single rock in the world.

•U
 luru is notable for appearing to change colour as light strikes it at different times of the day and year, with sunset a
particularly remarkable sight when it briefly glows red.

•W
 orld Heritage cultural listing gives international recognition to Tjukurpa as a major religious philosophy and a tool for
caring for country.

• The Natural World heritage values of the park include the outstanding natural scenery.

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2.2 Great Barrier Reef – Queensland
A remarkable natural gift, the Great Barrier Reef is blessed with the breathtaking beauty of the world’s largest coral reef.
The reef contains an abundance of marine life and comprises more than 3,000 individual reef systems and coral cays and
hundreds of picturesque tropical islands with some of the world’s most beautiful beaches.

The Reef stretches more than 3,000 kilometres, starting just south of the Tropic of Capricorn between Gladstone and
Bundaberg and reaches up to the Torres Strait near the coast of Papua New Guinea.

The outer reef lies along the edge of the Australian continental shelf. It is the most extensive reef system in the world,
stretching 2,300km along the east coast of Queensland in the Pacific Ocean.

2.2.1.1 History
The Great Barrier Reef is an enormous, ancient, living organism, composed of live coral gardens growing on inert coral dating
back as much as 20 million years. Many generations of coral have built themselves into great walls of stone covered in a
diverse range of living coral, algae and an extraordinary array of thousands of species of plants, sea life and animals.

The Aboriginal and Torres Strait Islander people occupied great parts of land surrounding the Great Barrier Reef for more
than 40,000 years and have used the waters of the reef for fishing and hunting.

2.2.1.2 Natural significance

The Great Barrier Reef has been an UNESCO World Heritage area since 1981 and received its listed for being an outstanding
example of a reef system which represents the major stages in the earth’s evolutionary history.

The Reef includes a range of fascinating geographic forms ranging from fringing coastal reefs and lagoons, outer reefs and
the open ocean, islands, estuaries and coastal beaches.

There are about 2,900 separate reefs and 918 islands to explore. Of these islands, 618 are continental islands and 300 are
coral cays, 230 of which have permanent vegetation. The remainder are beautiful small sand cays that shift in response to
winds, waves and currents.

The coral rock that forms the base for the modern reef is between 20m and 500m thick in places, with most of it about two
million years old - although in some northern parts, the reef’s foundations date back more than 18 million years.

The Great Barrier Reef also supports a wide variety of plants and animals, some of which are unique to the area. This
includes a gathering of more than 400 different kinds of coral, coral sponges, molluscs, rays, dolphins, more than 1,500
species of tropical fish, more than 200 types of birds, and around 20 types of reptiles including sea turtles and giant clams
more than 120 years old.

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2.2.1.3 Indigenous culture
The Great Barrier Reef has more than 70 traditional owner groups along the Queensland coast from the Eastern Torres Strait
Islands to just north of Bundaberg.

Each of these groups hold a range of past, present and future cultural and heritage links with the land of the Great Barrier
Reef. Aboriginal and Torres Strait Islander culture includes a deep connection with living maritime culture and today their
traditional customs and spiritual lore continue to be practiced in their use of sea country including the Great Barrier Reef.

2.2.1.4 Key facts

• The Great Barrier Reef can be seen from outer space and is roughly equal to the size of Japan.

• The Great Barrier Reef is the world’s biggest single structure made by living organisms.

• There have been more than 1,600 known shipwrecks in the Great Barrier Reef region.

• The Great Barrier Reef is the largest UNESCO World Heritage site in the world.

11 Media Kit – New7Wonders of Nature 2011

Section 3: Get involved
3.1 How to vote
Voting for the Australia’s finalists – Uluru and the Great Barrier Reef – is easy and only takes a few minutes. You can vote
either online or by telephone.

You can vote only once via the website but as many times as you like by telephone. Voting closes at 11.11am GMT on 11
November 2011 (10:00pm AEST on 11 November 2011).

Online voting
Step 1: Got to www.n7w.com/gbr for the Great Barrier Reef or www.n7w.com/uluru for Uluru

Step 2: Click on the ‘Vote Now’ button

Step 3: Click on the Great Barrier Reef and Uluru plus the five other international sites you think should be part of the
final New7Wonders of Nature

Step 4: Register your details including your email address

Step 5: Secure your vote by confirming the email sent to your inbox

Telephone voting
For telephone voting in Australia:

Step 1: SMS “Uluru” or “Ayers Rock” to 197 88 555 or “GBR” or “Reef” to 197 88 555
Be.interactive. SMS votes cost AUD$0.55 incl GST. Lines close 10:00pm AEST on 11/11/11. Helpdesk 1800 65 33 44.
For terms and conditions go to: http://www.new7wonders.com/en/terms_and_conditions/

Step 2: An auto-response will be sent to confirm it has been registered.

For international voting outside of Australia:

Step 1: Call one of these international numbers +44 758 900 1290; +23 9220 1055; +1 869 760 5990; +1 649 339 8080
International call rates may apply. For terms and conditions go to: http://www.new7wonders.com/en/the_whole_
world_of_new7wonders/new7wonders_of_nature/international_telephone_voting_line/

Step 2: Listen to the message and then after the tone key in the four-digit code:

7711 for the Great Barrier Reef or 7726 for Uluru

Step 3: Listen to the next message and confirm your vote

12 Media Kit – New7Wonders of Nature 2011

3.2 How to spread the word
The New7Wonders of Nature is expected to generate one billion international votes. Based on this, Australia needs to secure
100 million votes to ensure Uluru or the Great Barrier Reef make it as one of the final New7Wonders of Nature.

We need every Australian and all our fans overseas to not only vote, but encourage their friends and family to vote. If every
Aussie gets just five international mates to vote, we’ll reach our goal.

Here are some simple ways you can support the campaign:

1. Vote for Australia’s finalists online at www.n7w.com/gbr and www.n7w.com/uluru

2. Post a message on Facebook or Twitter to tell your friends you’ve voted and encourage them to as well by posting a link

3. Send five postcards to your family and friends overseas to say ‘hi’ and encourage them to vote for Uluru and the Great
Barrier Reef

4. Hold a New7Wonders of Nature day at your school where you can learn about Uluru and the Great Barrier Reef as well
as the 26 other finalists – don’t forget to encourage your school mates to vote

5. Send one of your overseas mates a packet of Tim Tams to help them secure votes from their friends and work mates –
vote once and you get a Tim Tam

6. Write a sign with the New7Wonders website and take it to the football or another sporting event to not only support
your favourite Australian team but Uluru and the Great Barrier Reef too

7. Next time you travel on a flight, tell the person sitting next to you about the campaign and encourage them to vote

8. On the way to work, SMS five of your friends to vote for Uluru and the Great Barrier Reef

9. Secure seven votes in seven days –pick a week and challenge yourself to find a new person each day to vote for Uluru
and the Great Barrier Reef

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Section 4: Media Contacts
4.1 Tourism Australia Media Contacts

New7Wonders of Nature Australian Campaign

Ella Tacchi Melissa Simpson

Mango Mango
Tel: +61 2 8260 2841 Tel: +61 2 8260 2267
Email: [email protected] Email: [email protected]

Corporate Media - Australia

Kim Moore
Public Affairs Manager
Tel: +61 2 9361 1306
Email: [email protected]

Global Public Relations – Australia

Emma Sturgiss
Public Relations Manager – Destination
Tel: +61 2 9361 1259
Email: [email protected]

4.2 State and Territory Media Contacts

Tourism Northern Territory

Rachel White Kellie Harpley

Director, Global PR & Media Acting Public Relations Manager
Tel: +61 8 8999 3924 Tel: +61 8 8999 3905
Email: [email protected] Email: [email protected]

Tourism Tropical North Queensland

David Inches Dale Flack

Director Consumer Marketing Media Manager
Tourism Tropical North Queensland Tourism Tropical North Queensland
Tel: +61 7 4015 1202 Tel: +61 7 4015 1232
Email: [email protected] Email: [email protected]

Tourism Queensland

Shelley Winkel
Manager, Publicity
Tel: +61 7 3535 5356
Email: [email protected]

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4.3 Useful websites

New7Wonders www.new7wonders.com
Vote Great Barrier Reef www.n7w.com/gbr
Vote Uluru www.n7w.com/uluru

Tourism Australia Consumer Site www.australia.com

Tourism Australia Media Site www.media.australia.com
Tourism Australia Corporate Site www.tourism.australia.com

Australia www.australia.gov.au
Northern Territory (Uluru) www.travelnt.com
Queensland (Great Barrier Reef) www.queenslandholidays.com
Far North Queensland (Great Barrier Reef) www.cairnsgreatbarrierreef.org.au

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