Pop star appears in first Tourism Australia ‘Philausophy’ campaign activation.
Tourism Australia is investing $15 million in the UK market, with a campaign including a new three-minute TVC broadcast in the lead-up to the Queen’s annual Christmas address.
Aussie pop icon, Kylie Minogue, appears in the “Matesong” music video alongside comedian Adam Hills to extend a light-hearted invitation to come down under, according to Federal Tourism Minister, Simon Birmingham.
The advertisement is the first overseas activation of Tourism Australia’s new Philausophy campaign, and a host of high profile Aussies also make cameo appearances including sporting legends Shane Warne, Ash Barty and Ian Thorpe; models Zac & Jordan Stenmark; chef Darren Robertson and the Aboriginal Comedy Allstars.
The Christmas broadcast of “Matesong” follows several weeks of teaser ads urging Brits to tune in on Christmas Day to see Kylie’s message, with Tourism Australia MD Phillipa Harrison saying it was the perfect opportunity to capture the attention of millions of potential visitors.
“The Queen’s annual Christmas speech is a key cultural moment in the UK, with millions tuning in to watch on television and many more online…we also know that January in the northern hemisphere winter is a time when many Brits are thinking about an overseas holiday, providing the perfect opportunity to engage with a captive audience and remind them why they should make that next trip Australia,” Harrison said.
The new TVC can be viewed by CLICKING HERE.
More information in the next issue of Travel Daily.