'It's Like Love', the song behind the $250 million global Tourism Australia campaign, was the result of a nationwide road trip and will be a defining factor in the campaign's success, or so says marketing boss Nick Baker.
In an interview with AdNews, Baker said the song adds the “emotional” element to the campaign, and is one of the strongest components of the overall initiative.
It originated by chance out of Tourism Australia's 'Making Tracks' initiative, where the tourism body took four musical pairs around the country, asking them to use their feelings and experiences in Australia as inspiration for their music.
The aim was to create a range of marketing assets, including four short documentaries about the artists experiences. But out of this grew the song which glues together one of the largest and most holistic marketing initiatives the company has ever embarked on.
It was created by one of the pairs, Australian guitarist Dewayne Everettsmith and American viola player Jasmine Beams.
“We never thought we'd find the song for our global campaign out of 'Making Tracks', but when we heard the 'It's Like Love' composition, we knew it just worked," Baker said.
“The song was written for the country, it feels like the country, and when we worked together with DDB it just seemed right this would underscore the work we did.”
Baker said, while Tourism Australia had never expected the 'Making Tracks' campaign would lead to the song for the organisation's global push, it was “a beautiful thing that came out of it”.
“I think the song makes a major difference to the overall campaign; music is an emotional thing that connects people. And this is a true emotion.”
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