Winning streak continues for Barossa campaign

19 January 2015

South Australia’s multi-award winning Barossa. Be Consumed television campaign has won another prestigious international award – the Gold Camera Award in Tourism Films at the 2014 US International Film & Video Festival.

The President of the Festival, Lee Gluckman Jr, will attend today’s South Australian Press Club lunch at the Grand Chancellor Hotel to present the award to Tourism Minister Leon Bignell.

The campaign also won the corporate category at the Festival.

Minister Bignell said Barossa. Be Consumed continued to turn people’s heads around the world, confirming the Barossa’s status as a world-leading tourism destination.

“The campaign has been seen by many people throughout the world, and it’s a credit to everyone involved in creating the ad that it continues to receive significant international recognition,” he said.

“It’s a powerful advertising campaign that captures the diversity of the Barossa. It’s proving to be an excellent showcase for the region and the state.

“Not only have we won this prestigious award, we also have the honour of hosting Mr Gluckman in Adelaide to present the award in person. And he’s visiting at a perfect time, with this week’s international sporting and tourism focus on South Australia for the Santos Tour Down Under. ”

The Barossa campaign has also had great success in Europe, picking up major awards and trophies in France, Germany, Poland, Bulgaria, Latvia, Croatia, and Azerbaijan.

The most recent awards for the campaign include the Zagreb International Tourfilm Festival, Grand Prix for Best in Show, Gold for Best Tourism Film under 3 minutes and Gold for Best Director in addition to the Grand Prix, Gold for Best Tourism Film and Best Director at the Baku International Tourism Film Festival.

The ad also took the Grand Prix award at the Cannes Corporate Media and TV awards
Created by kwp! In partnership with the South Australian Tourism Commission, and directed by Jeff Darling, ‘Barossa. Be Consumed’ is part of a series of ground-breaking marketing initiatives launched by the SATC in recent years.

kwp! Creative Director James Rickard said “because we are, in GDP and population terms, a small state, it is absolutely critical we punch above our weight in everything we do just to get noticed.”

“The extraordinary response to, and accolades for, this campaign from around Australia and the globe shows we are on the right track. Let’s continue to be the mould-breakers,” he said.

“The recognition we have received for this campaign shows that we are at the forefront in destination advertising and the world is taking notice,” said Minister Bignell.

View the ad at: https://www.youtube.com/watch?v=MoMp-V_CRdc

Today’s SA Press Club lunch – featuring guest speakers Phil Liggett and Paul Sherwin – begins at 12.00 at the Grand Chancellor Hotel in Hindley Street.

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