Tourism Australia has launched its biggest UK marketing campaign in more than a decade with perhaps the most familiar Aussie face in this country – Kylie Minogue.
The popstar is fronting the AUD$15 million Matesong campaign which, in a nod to Brexit, celebrates the friendship between the countries.
It launched on Christmas Day, taking the entire three-minute ad break on ITV ahead of the Queen’s Speech dedicated to the full version of the ad.
The song, performed by Kylie, is written by songwriter Eddie Perfect and also features Australian comedian Adam Hills, who hosts UK TV show The Last Leg, and Aussie cricketer Shane Warne.
Kylie Minogue, who has recently released a Greatest Hits album and headlined Glastonbury in 2019, said: “To work with Tourism Australia on this project was like a dream come true. I had the opportunity to see parts of the country that I haven’t seen, to go home and to revisit places that I know are beautiful. I feel like a tourism magnet for Australia, so I’m in my happy place.”
Tourism Australia is also to advertise at Waterloo train station to support its TV ad, which will continue through January with shorter clips.
The UK-specific campaign is an extension of the three-year global AUD$38 million Come Live Our Philausophy campaign which launched in October with actor Chris Hemsworth.
Sally Cope, regional general manager for the UK and northern Europe at Tourism Australia, said: “Given the last three years of politics over here, we felt like we were in a unique position to highlight the fact that despite everything going on we have great ties between our two countries – and remind people that Australia is always there for people to come down and take a break.
“Kylie has a really relevant connection with both Australia and the UK. She is one of those truly unique people, who is contemporary and loved in both countries. So she’s perfect for the message the campaign is trying to deliver.”