Title | MATESONG |
Brand | TOURISM AUSTRALIA |
Product / Service | TOURISM AUSTRALIA |
Category | A07. Use of Talent |
Entrant | M&C SAATCHI Sydney, AUSTRALIA |
Idea Creation | M&C SAATCHI Sydney, AUSTRALIA |
Media Placement | UM Sydney, AUSTRALIA |
PR | OPR AGENCY Sydney, AUSTRALIA |
Production | REVOLVER Sydney, AUSTRALIA |
Production 2 | SOMESUCH London, UNITED KINGDOM |
Post Production | FIN DESIGN + EFFECTS Sydney, AUSTRALIA |
Post Production 2 | TRIM EDITING London, UNITED KINGDOM |
Name | Company | Position |
---|---|---|
Cam Blackley | M&C Saatchi | Chief Creative Officer |
Mandie van der Merwe | M&C Saatchi | Executive Creative Directors |
Avish Gordhan | M&C Saatchi | Executive Creative Directors |
Curt McDonald | M&C Saatchi | Senior Copywriter |
Chris Brailey | M&C Saatchi | Senior Copywriter |
Rosita Rawnsley-Mason | M&C Saatchi | Senior Art Director |
Rubini Gun | M&C Saatchi | Copywriter |
Matt Corcoran | M&C Saatchi | Art Director |
Russell Hopson | M&C Saatchi | Group Managing Partner |
Emma McJury | M&C Saatchi | Group Head |
Nikki Chapman | M&C Saatchi | Senior Account Director |
James Steer | M&C Saatchi | Account Director |
Loren August | M&C Saatchi | Head of Broadcast |
Greg Hyslop | M&C Saatchi | Lead Print Producer |
Justin Graham | M&C Saatchi | Chief Strategy Officer |
Rachael Fraser | M&C Saatchi | Head of Strategy |
Nick Jacobs | M&C Saatchi | Senior Strategy Director |
Simone Cherry | M&C Saatchi | Design Director |
James Jamias | M&C Saatchi | Design Director |
Matt Harrington | M&C Saatchi | Designer |
Ian Hartigan | M&C Saatchi | Designer |
Holly Jones | M&C Saatchi | Finished Artist |
Richard Hughes | M&C Saatchi | Retoucher |
Nicko Mueller | M&C Saatchi | Retoucher |
Matt Collier | M&C Saatchi UK | Creative |
Wayne Robinson | M&C Saatchi UK | Creative |
Mark Newnes | M&C Saatchi UK | Deputy MD |
Steve Parker | M&C Saatchi UK | Head of Strategy |
Evan O’Driscoll | M&C Saatchi UK | Account Director |
Samantha Lane | M&C Saatchi UK | Senior Account Manager |
Kylie Minogue | n/a | Music Artist |
Eddie Perfect | n/a | Music and Lyrics |
Revolver/Will O’Rourke . | Revolver/Will O’Rourke x Somesuch | Director |
Michael Ritchie | Revolver/Will O’Rourke x Somesuch | Managing Director/ Executive Producer |
Pip Smart | Revolver/Will O’Rourke x Somesuch | Executive Producer |
Serena Paull | Revolver/Will O’Rourke x Somesuch | Producer |
Leilani Croucher | Revolver/Will O’Rourke x Somesuch | 2nd Unit Director |
Ryley Brown | n/a | Director Of Photography |
Enzo Iacono | n/a | Production Designer |
Kate Darvill | n/a | Hero Wardrobe |
Sophie Fletcher | n/a | Wardrobe |
Ashley Wallen | n/a | Choreographer |
Citizen Jane Casting | n/a | Casting |
Elise Butt | Trim Editing | Editor |
Simon Bourne | Framestore | Grade |
Luis Almau | Soundtree Music | Music Produced and arranged |
Henning Knoepfel | Soundtree Music | Sound design and final mix |
Jay James | Soundtree Music | Producer |
Nicole Bentley | n/a | Stills Photographer |
Phillipa Harrison | Tourism Australia | Managing Director |
Susan Coghill | Tourism Australia | Chief Marketing Officer |
Michaela Chan | Tourism Australia | General Manager – Brand, Campaigns & Media |
Ashleigh Sorensen | Tourism Australia | Global Campaigns Manager, West |
Laura Rankine | Tourism Australia | Campaigns Executive, West |
Alex Lowes | Tourism Australia | Global Manager, Media & Partnerships Marketing |
Rochelle Vinson | Tourism Australia | Marketing Media Manager |
Andrew Still | Tourism Australia | Studio Manager |
Stephanie Denman | Tourism Australia | Campaign Executive – Brand |
Anita Godbeer | Tourism Australia | General Manager, PR, Social & Content |
Emma Sturgiss | Tourism Australia | Global Manager, Public Relations |
Nicole Foster | Tourism Australia | Global Manager, Advocacy |
Minta Burn | Tourism Australia | Broadcast & Event Partnerships Manager |
Lauren Caverley | Tourism Australia | Publicist |
Nick Henderson | Tourism Australia | Global Manager, Social Media |
Novy Wong | Tourism Australia | Social Media Producer |
Joleen Booth | Tourism Australia | Global Manager, Content |
Leo Seaton | Tourism Australia | General Manager, Communications & Government |
Kim Moore | Tourism Australia | Public Affairs Manager |
Erin Foster | Tourism Australia | Government Communications Manager |
Hayley Taylor | Tourism Australia | Senior Corporate Communications Manager |
Georgie Johnson | Tourism Australia | Consumer Marketing Graduate |
Paul Bailey | Tourism Australia | General Manager, Digital Strategy |
Larissa Nery | Tourism Australia | Global Manager Digital, Mobile & UX |
Shaune Rosser | Tourism Australia | Chief Information Officer |
Manjit Gill | Tourism Australia | Marketing Technology Manager |
Rachel Bernauer | Tourism Australia | Global Digital Product Manager |
Sally Cope | Tourism Australia | Regional General Manager |
Kirsten Webber | Tourism Australia | Marketing Manager |
Stuart Fyfe | Tourism Australia | PR Manager |
Pete Mills | Tourism Australia | Partnerships & Distribution Manager |
Kate Hodges | Tourism Australia | Senior PR Executive |
David Olding | Tourism Australia | Marketing Executive |
Nick Musson | Tourism Australia | Digital Marketing Executive |
Benjamin Taprell | Tourism Australia | Business Development Manager |
Silvija Bradford | Tourism Australia | Digital Coordinator, Aussie Specialist Program |
Alison Lee | Tourism Australia | Aussie Specialist Trainer |
Jack Graham | UM | Senior Strategy Director |
Ashleigh Markou | UM | Senior Client Director |
Anthony Thomas | UM | Senior Client Director |
Sarina Ballauff | UM | Digital Director |
Sophie Bingham | UM | General Manager Sydney |
Neil Peace | UM | Client Director |
Charlotte Netherwood | UM | Comms Director |
Allison McMordie | UM | Performance Director |
Deborah Widdick | UM | Comms Manager |
Isabelle Locke | UM | Comms Manager |
Zoe Sylvester | UM | Broadcast Director |
Lauren Raymond | UM | Strategy Director |
Savarna Burrows | UM | Comms Executive |
Lizzie Strobel | Digitas | Head of Production |
Oli Cassidy | Digitas | Client Partner |
Simon Brock | Digitas | Creative Director |
Rachel Malone | Digitas | Account Manager |
Max Cahill | Digitas | Account Director |
Oliver Ree | Digitas | Design Lead |
Nick Duron | Digitas | Creative |
Júlia Correa | Digitas | Designer |
Rupesh Kumar | Digitas | Senior AEM Developer |
Umang Mittal | Digitas | Senior AEM Developer |
Marcus Robinson | Stack Chat | CEO |
Mark Szumowski | Stack Chat | CTO |
Sam Banks | Stack Chat | Senior Devops Engineer |
Jo Carr | Hope & Glory | Managing Partner |
Gavin Lewis | Hope & Glory | Creative Director |
Natalie Davies | Hope & Glory | Associate Director |
Nicola Burton | Hope & Glory | Associate Director |
Joccoaa Hand | Hope & Glory | Account Director |
Dani Hayhurst | Hope & Glory | Senior Account Executive |
Lisa Barlow | Hope & Glory | Senior Account Executive |
Agatha Hyatt | Hope & Glory | Account Executive |
Stephanie Talbot | Hope & Glory | Account Assistant |
Kaz Scott | opr | Chief Strategy Officer |
Bridget Jung | opr | Chief Creative Officer |
Luke McClelland | opr | Associate Director |
Ellee Donald | opr | Account Director |
Laura Stoll | opr | Strategy & Planning Manager |
Daniel Young | opr | Chief Digital Officer |
John Harding-Easson | opr | Senior Digital Strategist |
Zoe O’Sullivan | opr | Senior Account Manager |
Madison Scott | opr | Senior Account Executive |
Matesong is a 3-minute ballad, performed by the inimitable pop icon, Kylie Minogue, to invite Britons to visit Australia. It was introduced to audiences as a Christmas special on iTV right before the Queen’s National Address. In the lead-up to the performance, we mimicked regular broadcast programming, with station idents and a reminder to view in the TV guide. We embedded ourselves into culture, only to reveal that the entire performance was one country extending a hand of friendship to another.
Brexit dominated the news cycle in 2019. With the political and economic fallout expected because of Brexit, Tourism Australia anticipated a drop in British tourists. Big vacations were less of a focus in the context of such turmoil. And if it was a consideration, most Brits were choosing to holiday in Europe before that became too difficult. In this climate of uncertainty, how do you convince a nation to consider traveling to the other side of the world for a holiday? This was our main objective. Our audience was Brits. Specifically high value travelers (they travel further into the country and/or for longer periods of time). They’re looking for authentic experiences and a connection to locals.
Matesong is a 3-minute ballad, performed by Kylie Minogue, to invite Brits to Australia. The pop singer is a sensation in the UK - calling both Britain and Australia her home. And in 2019 she’d had her biggest year yet - breaking records at Glastonbury (with the most-watched performance in the festival’s history), releasing a chart-topping album and packing stadiums across the UK on her Golden Tour. Brits couldn’t get enough of her. Kylie Minogue delivered Matesong as a musical outstretching of the hand from Australia - a country that has a long, close connection to Britain. We still have the Queen’s face on our coins! We used the things that unite us, as well as the things that separate us, to remind the UK that if they ever wanted to escape the turmoil at home, they’d always have a mate in Australia who’d welcome them with open arms.
Although Brexit was the cause of Tourism Australia’s business problem, we realised it offered an opportunity - Brits were sick of Brexit and desperate for a respite. Australia was in a unique position to offer it. We were not only far away from the political and emotional toll of Europe. But we were also one of Britain’s oldest and best mates. So we decided to do what friends do in tough times. We invited them around to ours.
Matesong is a 3-minute ballad inviting Brits to visit their old mates in Australia. But it was introduced to the British public as a Kylie Minogue Christmas Special that was to be aired right before the Queen’s National Address. To make sure people tuned in to see our ad, we pretended it wasn’t one. In the weeks before Christmas, our media partner, ITV, helped us create tactical promos and idents, as well as reminders to view in the TV guide. We made it feel like typical broadcast programming for a Christmas Day special. On Christmas Day, just before the Queen was expected to deliver her National Address, when Kylie fans and Brexit-weary Brits tuned in, they discovered an ad for Tourism Australia - Matesong sung by Britain’s favourite Aussie. It was one nation extending a hand of mateship to an old friend in a time of need.
182M digital impressions 46M online views $40M in earned media. And Australia became the #1 searched holiday destination globally