More success for Barossa. Be Consumed campaign

03 February 2014

The State Government’s Barossa.Be Consumed microsite has today been named as ‘Site of the Day’ in the globally recognised Favourite Website Awards (FWA).

The FWA, an industry recognised award program, is the most visited website award program in the history of the internet, with hundreds of millions of site visits.

Tourism Minister Leon Bignell said the Barossa. Be Consumed microsite, which is a branch of the website, is an innovative approach to presenting the very best of the Barossa to consumers.

“The Barossa ad has received such a great response from people around Australia and has been seen by millions of people around the world as it continues to receive international recognition,” Mr Bignell said.

“The microsite is a continuation of that. People who are interested in the Barossa are able to watch the ad online and learn more about the region’s food, wine and other attractions.”

FWA founder Rob Ford said the Barossa. Be Consumed site was chosen because it complemented the program’s aim to “showcase cutting edge creativity”.

“We felt that Barossa. Be consumed. has embraced the very latest in technology and digital design to create an elegant presence, which uses great typography and delivers an unforgettable experience via a beautiful film,” Mr Ford said.

The microsite, created by Deloitte Digital, is displayed as FWA’s main feature today and will be listed in the FWA winner archive before contesting the award for ‘Site of the Month’.

The website promotes restaurants, producers, people, cellar doors, attractions and accommodation as the user watches the Barossa. Be Consumed television commercial.

Users can pause the commercial and discover the Barossa through the rich imagery and interactive maps which link to the product pages on

There has been a huge flow on effect following the Be Consumed advertising campaign, with the Barossa Visitor Information Centre receiving a record number of sales, including accommodation and tourism bookings, and general enquiries, in the latter half of last year.

Mr Bignell said to be recognised by the Favourite Website Awards, which has more than four million visitors per month from around the world, was a massive coup for the State.

“To be recognised so highly against leading advertisers, marketers and agencies is such a fantastic achievement for the State and really shows we are at the forefront of destination tourism advertising,” Mr Bignell said.

This award comes on the back of last year’s achievement when the Barossa. Be Consumed advertisement was named the best ad in the world at the Cannes Corporate Media and TV Awards and the microsite won silver award in the website subcategory within the Creative category at the Association for Data-Driven Marketing and Advertising Awards (ADMA).

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