The multi-award winning Barossa. Be Consumed television ad has won the highest accolade at the world’s most prestigious tourism film festival, the Festival of Festivals in Vienna.
As part of the CIFFT (International Committee of Tourism Film Festivals), the awards recognise the industry’s leading tourism films.
The ad was last night named ‘The World’s Best Tourism Film of 2014’ for its representation of the Barossa - combining spectacular landscapes and enchanting food and wine with distinctive music from Nick Cave.
Tourism Minister Leon Bignell said the ad 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,” he said.
“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 - seven Grand Prix and 10 trophies in 11 countries since its launch in June 2013, including Cannes, France, Germany, USA, Portugal, Romania, Bulgaria, Italy and Latvia.
South Australian Tourism Commission Marketing Director Emma Nicholls said the campaign had produced a significant boost in visitor numbers to the Barossa.
“The Barossa Visitor Information Centre experienced its busiest ever month in sales and bookings soon after the campaign launch. Winning this award is great for South Australia’s tourism industry – not just the Barossa,” she said
The ad was created by South Australian advertising agency kwp!, and 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 I am so proud of was… “when you watch the ad, you can almost smell and taste the region.’
That was exactly what we were trying to achieve,” he said.
Barossa. Be Consumed is the second instalment of the SATC’s trilogy of television campaigns.
View the ad at http://goo.gl/5ckHf8