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Ads we like: Tourism Australia musical campaign fronted by Kylie targets Brits


By Stephen Lepitak, -

December 25, 2019 | 2 min read

Pop star Kylie Minogue is the face of the latest Tourism Australia campaign with a three minute-plus song that aims to persuade British travelers to visit the country.


Kylie sings Matesong for Tourism Australia

Along with comedian Adam Hills and cricketer Shane Warne as well as some other local stars, Kyle’s musical performance takes a cheeky swipe at the Brits during the nation’s current period of Brexit uncertainty.

As part of the organization’s ‘Philausophy’ campaign, the ad has been planned to run from Christmas Day, the ad features a number of gorgeous backdrops while playing on Australian tropes, including seeing Kylie don her mechanics outfit to return to her first acting role from Neighbours as Charlene Ramsey.

The song, called 'Matesong' entices Brits to spend time with their friends down under; with the film running on TV and cinema screens as well as out of home and digital media channels.

Tourism Australia managing director Phillipa Harrison commented: "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,” she added.

Watch the ad, created by M&C Saatchi, by clicking on the Creative Works box below.

Tourism Australia: Matesong by m&c saatchi

By Tourism Australia

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