This award is for the commercial’s representation of the Barossa, combining spectacular landscapes and enchanting food and wine with distinctive music from Nick Cave.
‘Barossa. Be Consumed’, South Australia’s multi award winning television commercial, has just won the equivalent of an Oscar. The commercial was named ‘World’s Best Tourism Film of 2014’ at the prestigious Festival of Festivals in Vienna.
This award is for the commercial’s representation of the Barossa, combining spectacular landscapes and enchanting food and wine with distinctive music from Nick Cave.
As part of the CIFFT (International Committee of Tourism Film Festivals), these coveted awards recognise the industry’s leading tourism films.
Tourism Minister Leon Bignell said the television commercial had catapulted South Australia to a world-wide audience and positioned the Barossa as a leading tourism destination: “This ground-breaking advertising campaign captures the diversity of the Barossa and gives viewers a sense of what it would be like to immerse themselves in the region. Receiving an accolade of this level and to be recognised internationally with the ‘World’s Best Tourism Film’ is an exceptional honour.”
Barossa. Be Consumed has already won a suite of international awards since its launch in 2013 including seven Grand Prix awards and 10 trophies across 11 countries including France, Germany, USA, Portugal, Romania, Bulgaria, Italy and Latvia.
Janice Kurrle, the South Australian Tourism Commission’s (SATC) UK marketing manager, who also attended the awards, said: “This commercial and its awards has been wonderful in spotlighting not only the Barossa but also the whole of South Australia. And the timing couldn’t be better as it coincides with our overall Restaurant Australia campaign designed to highlight the wonderful food and wine that can be experienced throughout South Australia and beyond.”
The commercial was created on behalf of the SATC by South Australian advertising agency kwp! Creative director James Rickard said the key to Barossa’s success lies in its dirt: “The quality of the region’s product, be it wine or food, begins and ends with the soil. One of the juror’s comments “when you watch the ad, you can almost smell and taste the region.’ made me especially proud as that was exactly what we were aiming to achieve.”
Barossa. Be Consumed is the second instalment of the SATC’s trilogy of television campaigns.
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