• News (81)
    PR Week (06 Jan 2020)

    Tourism Australia pulls Kylie Minogue campaign

    TOURISM AUSTRALIA has pulled its UK ad campaign following the raging bushfires devastating the country. The campaign by M&C SAATCHI launched on Christmas Day and featured Kylie Minogue singing 'Matesong' in picturesque locations. Work was due to run across TV, digital, social media, cinema and out-of-home but Tourism Australia felt it was important to pull the campaign which was made in happier times. Many tourist areas were unaffected by the fires, however, running such a positive campaign would make the tourist board appear tone-deaf.

    Read Full Article

    Campaign (02 Jan 2020)

    Kylie Minogue stars in musical epic for Tourism Australia

    TOURISM AUSTRALIA launched a 3-minute musical ad starring Kylie Minoque prior to the broadcast of the Queen's speech on ITV on Christmas Day. 'Matesong' by M&C SAATCHI begins with Kylie sat in 'Sandringham' singing about how tough the year has been, before comedian Adam Hills joins her and the set turns into an Australian beach. The song, part of the tourist board's new 'Philausophy' brand platform, aims to remind UK viewers that Australia is there for them. The TV spot will be supported by digital, social media, cinema and OOH activity, as well as partnerships with SINGAPORE AIRLINES, THE TELEGRAPH and TRIPADVISOR. UM handled media for the campaign, while DIGITAS oversaw digital.

    Read Full Article