The Drum Awards for Marketing - Entry Deadline

-d -h -min -sec

Author

By Hannah Bowler | Senior Reporter

July 29, 2022 | 2 min read

Iconic Australian soap opera Neighbours bows out today after 37 years on air. To mark the occasion, Tourism Australia has paid tribute to Ramsey Street in a one-off ad.

The 30-second spot will run on Channel 5 and My5 during the ad break of the show’s finale this evening (July 29) and promote Australian sites like the Great Barrier Reef and Sydney Harbour Bridge.

Produced by Fremantle – the production company behind Neighbours – and CHEP Network, the ad weaves tourist attractions with scenes from the show. Kylie Minogue and long-running character Paul Robinson even make an appearance.

The end line, ‘Say g’day to Australia’, appears in the same font as the show’s logo.

”For four decades, a little touch of the Australian lifestyle has been appearing in everyone’s living room every day,” said Sally Cope, Tourism Australia’s regional general manager for the UK and Northern Europe.

The campaign is part of Tourism Australia’s ’Don’t go small, go Australia’ brand platform, which launched in February.

“Now that Neighbours is ending, it’s about inspiring people to think about their big trip to come down and ’say g’day to Australia’,” said Cope of the message behind the “nostalgic” campaign.

Marketing Brand Strategy Future of TV

More from Marketing

View all