More international accolades for Barossa. Be Consumed campaign

29 June 2014

The successful Barossa. Be Consumed television commercial has added to its list of international accolades, winning two awards at a tourism film festival in Azerbaijan yesterday.

The ad received the ‘Grand Prix Gold for Best Tourism Film’ and also ‘Best Director’ at the Baku International Tourism Film Festival, which is part of the International Committee of Tourism Film Festivals (ICTFF), and recognises the world’s leading tourism films.

The accolades come in addition to last week’s award for Best Tourism Promotion Movie at the TOLFA Short Film Festival in Italy, and awards won at six more festivals including the most recent Commercial Tourism category award at the Tourfilm Riga in Latvia.

Tourism Minister Leon Bignell said the campaign, created by local advertising agency KWP!, continued to have a significant impact.

“Australia’s eastern states have loved the Barossa. Be Consumed campaign, and it’s fantastic to see the ad taking out such prestigious awards on an international level,” he said.

“The Barossa is a world-class destination and the world is now being captivated by the stunning and thought-provoking imagery featured in this campaign.

“The combination of Barossa’s striking landscapes, stunning food and wine, and Nick Cave’s haunting music, brought together by talented director Jeff Darling, has perfectly captured the Barossa’s heart and soul.

“The Barossa. Be Consumed campaign continues to be a fantastic driver for tourism in South Australia. Barossa operators have reported a massive increase in visitor numbers since the campaign’s launch a year ago and these international awards add to its acclaim.

“Since the Barossa campaign started, unique visitors to the Barossa.com website have increased by 66 per cent,” he said.

KWP! Creative Director James Rickard said despite the ad initially causing a stir, it was now being embraced internationally.

“The proof of the ad’s true worthiness is measured by its results and it is now being applauded by film and tourism bodies world-over,” Mr Rickard said.

Barossa. Be Consumed is the second installment of the South Australian Tourism Commission’s trilogy of television campaigns.

View Barossa. Be Consumed at www.youtube.com/user/southaustraliatravel

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