Kylie Minogue stars in musical epic for Tourism Australia

Campaign 24 Dec 2019 12:56

Tourism Australia has recruited Kylie Minogue to promote a new brand platform with a musical extravaganza that the body said was about "one nation reaching out to another in friendship when it’s needed most".

Three-minute musical film "Matesong", created by M&C Saatchi, debuted on ITV on Christmas Day following the afternoon episode of Coronation Street and immediately before the Queen’s speech – the annual address to the UK by the ruling head of state of Australia. 

Along with Minogue, the spot features celebs including Australian comedian Adam Hills and cricket legend Shane Warne. 

The campaign was created by Rubini Gun and Matt Corcoran at M&C Saatchi Sydney, and Matt Collier and Wayne Robinson at M&C Saatchi London. It was directed by Kim Gehrig through Revolver. The song was written in collaboration with singer-songwriter Eddie Perfect. The media agency is UM, while the digital agency is Digitas. 

"Matesong" is the first work in Tourism Australia’s recently launched brand platform "Philausophy", which aims to elevate the strengths of the destination to include its people, personality and way of life.

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