A striking new television commercial promoting South Australia as the country’s premier food and wine destination hits cinema and television screens nationwide next week.
Minister for Tourism Leon Bignell said the ad features sumptuous images of the Barossa, local food and produce and a powerful Nick Cave soundtrack.
“This stunning ad was produced by the same creative team behind the successful ‘Let Yourself Go’ campaign for Kangaroo Island,” Mr Bignell said.
“Overnight stays on KI have increased by 13 percent since that campaign began and we’re hopeful the Barossa campaign will reap similar rewards for the local tourism industry.
“The commercial highlights the role the soil plays in the amazing produce grown in SA.
“Some of the world’s best wines come from South Australia, so it’s not surprising produce grown from our soil carries the same level of quality and flavour.
“This campaign will help cement South Australia as the premium food and wine destination of Australia, and promoting the Barossa will have a flow on effect for the rest of the state.
“The commercial’s tagline is ‘Barossa. Be consumed’, and it makes an instant impression with its gritty imagery, and the music rounds it off to make it a very memorable production.
“A number of Barossa locals feature in the ad, which is a great touch as well.”
Tourism Barossa chairman Chris Pfeiffer said the ad showcases another side to the world-renowned wine region – its food.
“The famous Barossa wines are known across the world, but the range of quality food producers and restaurants is now quite outstanding,” Mr Pfeiffer said.
“The campaign highlights this and will be instrumental in bringing more visitors to our region.”
The Barossa ad is directed by Jeff Darling, who also created the Kangaroo Island commercial, and is targeted at South Australian and interstate visitors.
It will appear on major networks around Australia from June 2 and later be supported by a fully integrated campaign across digital and print media.
Visit South Australia's YouTube channel to view the ad.