The world's best tourism film of 2014 has been awarded to The South Australian Tourism Commission (SATC).
SATC worked with local advertising agency KWP, an independent Australian ad agency, to create the 'Barossa. Be Consumed' cinema ad campaign.
The ad features the song Red Right Hand by Nick Cave and was created to boost tourism in Barossa, 60km north-east of Adelaide.
KWP's 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.
The CIFFT Grand Prix and title of Best Tourism Film in the World for 2014 was presented to SATC and KWP at the Festival of Festivals’ in Vienna.
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.”
After wining gold and the Grand Prix a year ago in Cannes at the Corporate TV and Media Awards, the KWP cinema ad has gone on to collect six further Grand Prix awards and nine trophies from 11 counties including Germany, France, Poland and the US.
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