KYLIE INVITES BRITS DOWN UNDER

On Christmas Day, as millions of Brits tuned in to the Queen’s Speech, pop icon Kylie Minogue delivered a song of mateship to entice visitors Down Under in a new campaign via M&C Saatchi, Sydney. Matesong is the first activation of Tourism Australia’s recently launched Philausophy platform

In a timely gesture, the 3-minute extravaganza, entitled Matesong, celebrates the rich and longstanding ties that exist between Australia and the UK.

UK audiences have been introduced to the performance in the weeks leading up to the Queen’s annual address via unbranded TV programming in partnership with ITV through on-station idents. Additionally, out-of-home advertising and an appointment to view in TV guide scheduling planted the seed. On Christmas Day in the UK, Kylie Minogue revealed the true motive behind Matesong – one nation reaching out to another in friendship when it’s needed most.

Set against a backdrop of extraordinary Australian landscapes, Matesong is the first activation of Tourism Australia’s recently launched Philausophy platform which aims to elevate the strengths of the destination to include its people, personality and way of life.

Says Susan Coghill, chief marketing officer, Tourism Australia: “We’ve sought to capture the Australian way of life with a campaign delivered in a big media moment and in a creative way we think will resonate in the UK and entice more of our British mates to visit us Down Under.”

Says Cam Blackley, chief creative officer, M&C Saatchi: “The world’s in a tricky place right now. So, it’s a pleasure to deliver a little lightness and brightness through an Aussie icon extending the hand of mateship on behalf of all Australians. And a couple of Quokkas. This is really special because it’s the first time ever one country has created a bespoke piece to directly talk to another country on a personal level.”

Says Russell Hopson, group managing director, M&C Saatchi: “Excited doesn’t come close to describing how we all feel about this work finally getting out of the bag. It’s no secret that the Brits have had a tough year, or maybe more than one, and so landing the fact that they’ll always have a mate in the Aussies was too good an opportunity to miss. And who better to deliver the message than actual pop royalty herself, Kylie Minogue? This work literally has it all, from the Queen’s speech to Shane Warne- all underpinned by a powerful strategy of selling the Australian character and way of life. We think the Brits will love it.”

Matesong was written in collaboration with Tony-nominated singer-songwriter Eddie Perfect and directed by award winning production company, Revolver/Will O’Rourke. Starring alongside Kylie Minogue is Australian comedian and TV presenter Adam Hills, with supporting cameo appearances from Shane Warne, Ash Barty, Ian Thorpe, the Aboriginal Comedy Allstars and others.

Says Phillipa Harrison, managing director, Tourism Australia: “Who better to deliver the message than Kylie Minogue. She embodies so much of what we want to share with the world – our warm, fun and friendly personality. Not only does she have a deep and authentic connection with Australia, but she is a much-loved and recognised icon in the UK as well.”

Adds Coghill: “Our research supports what we in Australia all instinctively know – that the Australian way of life is unique on the world stage and incredibly appealing to people visiting our great country.”

Australia’s federal tourism minister Simon Birmingham said he hoped the new campaign would help reinvigorate the UK market: “This campaign is about reminding Brits that Australia is a diverse and welcoming destination that still offers all the things that they love about our country, from our white sandy beaches to our native animals and our famous laidback outdoor lifestyle.”

Says Neil Peace, client director, UM-UK: “A tourism board teaming up with Kylie Minogue to launch a song teasing brits to visit Australia is as unlikely as it is brave. But Matesong is a triumphant, playful nod to the things that unite us with our mates down under, from cricket to Kylie herself.

“UM London is proud to be part of such a bold, innovative campaign that reflects the hard work, innovation and conviction of both TA and it’s wider agency partners. And we’re very much in agreement, that a quokka, is really what we all need.”

 

Says Jack Graham, senior strategy director, UM Australia: “What makes Australia unique isn’t just the things you see, but the people you meet and their unique way of life. Nothing is more Australian than inviting someone over when they’re doing it tough. We couldn’t be more thrilled to deliver an invitation of this scale or at this time of year through our media partners. A delivery ecosystem leveraged to reignite urgency and desire to experience our way of life.”

Says Simon Brock, creative director, Digitas: “This campaign has something for every British traveller. For those entering the new year with distant hopes of travel, it’s a bright, buoyant invitation to get inspired. For those already planning their next trip, the work does a brilliant job of showing why Australia has to be on their shortlist. And if they already have their sights squarely set on Australia, it’s an all-singing, all-dancing itinerary for the trip of a lifetime. At every stage of the travel journey, Kylie’s invitation to the Brits can cut through.”

Says Jo Carr, co-founder and chief client officer, Hope&Glory: “We’re beyond excited to work with Tourism Australia on this campaign especially given their track record in delivering stand-out creative work. Australia is well known for “mateship” and who better to extend a hand of friendship to us at this time of year than cultural icon and pop royalty, Kylie Minogue.”

Says Richard Brett, CEO, opr: “We love how Matesong captures the banter of Aussie mateship and is brought to life through tongue-in-cheek lyrics, iconic Australians and incredible locations around the country. The campaign highlights the quintessential Aussie experience that’s sure to entice our British mates to visit us Down Under.”

Following the initial airing, the campaign will continue to run on British television, digital platforms, social channels, in cinemas and out-of-home advertising, and will be extended by a range of commercial and media partners including Singapore Airlines, The Telegraph UK and TripAdvisor.

Further information about the new campaign can be found at www.Australia.com/Matesong.

Artist: Kylie Minogue
Music and Lyrics: Eddie Perfect

M&C Saatchi Sydney
Chief Creative Officer Cam Blackley
Executive Creative Directors Mandie van der Merwe & Avish Gordhan
Group Creative Director Andy Flemming
Senior Copywriter Curt McDonald & Chris Brailey
Senior Art Director Rosita Rawnsley-Mason
Copywriter Rubini Gun
Art Director Matt Corcoran
Group Managing Partner Russell Hopson
Group Head Emma McJury
Senior Account Director Nikki Chapman
Account Director James Steer
Head of Broadcast Loren August
Lead Print Producer Greg Hyslop
Chief Strategy Officer Justin Graham
Head of Strategy Rachael Fraser
Senior Strategy Director Nick Jacobs
Design Director Simone Cherry & James Jamias
Designer Matt Harrington
Finished Artist Ian Hartigan & Holly Jones
Retoucher Nicko Mueller & Richard Hughes

M&C UK Team
Creative Matt Collier & Wayne Robinson
Deputy MD Mark Newnes
Head of Strategy Steve Parker
Account Director Evan O’Driscoll
Senior Account Manager Samantha Lane

Production Company – Revolver/Will O’Rourke x Somesuch
Edit – Trim Editing
Grade – Framestore
Online/VFX – FIN Design + Effects
Music + Lyrics – Eddie Perfect
Music + Sound – Soundtree Music
Stills Photographer Nicole Bentley

MEDIA

UM (Global Team)
Senior Strategy Director Jack Graham
Senior Client Director Ashleigh Markou
Senior Digital Partnerships Manager Anthony Thomas
Digital Director Sarina Ballauff
General Manager Sydney Sophie Bingham

UM (UK)
Client Director Neil Peace
Comms Director Charlotte Netherwood
Performance Director Allison McMordie
Comms Manager Deborah Widdick & Isabelle Locke
Broadcast Director Zoe Sylvester
Strategy Director Lauren Raymond
Comms Executive Savarna Burrows

DIGITAL

Digitas
Head of Production Lizzie Strobel
Client Partner Oli Cassidy
Creative Director Simon Brock
Account Manager Rachel Malone
Account Director Max Cahill
Design Lead Oliver Ree
Creative Nick Duron
Designer Júlia Correa
Senior AEM Developer Rupesh Kumar & Umang Mittal

Stack Chat
CEO Marcus Robinson
CTO Mark Szumowski
Senior Devops Engineer Sam Banks

PUBLIC RELATIONS

Hope & Glory (UK)
Managing Partner Jo Carr
Creative Director Gavin Lewis
Associate Director Natalie Davies & Nicola Burton
Account Director Joccoaa Hand
Senior Account Executive Dani Hayhurst & Lisa Barlow
Account Executive Agatha Hyatt
Account Assistant Stephanie Talbot

opr Agency
Chief Strategy Officer Kaz Scott
Chief Creative Officer Bridget Jung
Associate Director Luke McClelland
Account Director Ellee Donald
Strategy & Planning Manager Laura Stoll
Chief Digital Officer Daniel Young
Senior Digital Strategist John Harding-Easson
Senior Account Manager Zoe O’Sullivan
Senior Account Executive Madison Scott

TOURISM AUSTRALIA
Managing Director Phillipa Harrison
Chief Marketing Officer Susan Coghill

Brand, Campaigns and Media
General Manager – Brand, Campaigns & Media Michaela Chan
Global Campaigns Manager, West Ashleigh Sorensen
Campaigns Executive, West Laura Rankine
Global Manager, Media & Partnerships Marketing Alex Lowes
Marketing Media Manager Rochelle Vinson
Studio Manager Andrew Still
Campaign Executive – Brand Stephanie Denman

PR and Communications
General Manager, PR, Social & Content Anita Godbeer
Global Manager, Public Relations Emma Sturgiss
Global Manager, Advocacy Nicole Foster
Broadcast & Event Partnerships Manager Minta Burn
Publicist Lauren Caverley
Global Manager, Social Media Nick Henderson
Social Media Producer Novy Wong
Global Manager, Content Joleen Booth
General Manager, Communications & Government Leo Seaton
Public Affairs Manager Kim Moore
Government Communications Manager Erin Foster
Senior Corporate Communications Manager Hayley Taylor
Consumer Marketing Graduate Georgie Johnson

Digital
General Manager, Digital Strategy Paul Bailey
Global Manager Digital, Mobile & UX Larissa Nery
Chief Information Officer Shaune Rosser
Marketing Technology Manager Manjit Gill
Global Digital Product Manager Rachel Bernauer

UK Office:
Regional General Manager Sally Cope
Marketing Manager Kirsten Webber
PR Manager Stuart Fyfe
Partnerships & Distribution Manager Pete Mills
Senior PR Executive Kate Hodges
Marketing Executive David Olding
Digital Marketing Executive Nick Musson
Business Development Manager Benjamin Taprell
Digital Coordinator, Aussie Specialist Program Silvija Bradford
Aussie Specialist Trainer Alison Lee

Matesong is the first activation of Tourism Australia’s recently launched Philausophy platform