A striking series of new tourism ads for South Australia has created a buzz in both the Australian tourism department and the opposition. Directed by Australian filmmaker Jeff Darling, the ads have been somewhat controversial. They are, however, beautiful and creative pieces of work that may certainly have the effect of making people sit up and take notice, leading to more calls to migration agent offices across the country.
Kangaroo Island – Let Yourself Go
The first of these ads launched in February 2013 was titled Let Yourself Go. The ad featured Kangaroo Island in South Australia in a way that it had never been seen before. The ad featured a boy dressed in a kangaroo costume, inspired by the Maurice Sendak book for children, Where the Wild Things Are. The beautiful cinematography, coupled with a fitting soundtrack by Pearl Jam’s Eddie Vedder, showcased the natural beauty of the island along with images of visitors – mostly children – letting themselves go on the beaches and caves.
According to the South Australian Tourism Commission, the ad was followed by increased searches on the official tourism website. The campaign also generated a 13 percent rise in bookings for accommodation on the island.
Barossa. Be Consumed.
Another $6 million ad created by Jeff Darling and featuring the wild and beautiful Barossa Valley was launched in June of 2013. This time there was an eerie undertone that ran through the visuals of natural elements – the vast South Australian sky, water, fire, and soil. The ad featured a soundtrack by Australian musician Nick Cave and showcased the valley as a destination for fine dining and fine wines. Images of a girl in white plucking feathers off a chicken and lying in the dirt have been seen as somewhat controversial, but the ad certainly makes viewers sit up and take notice.
The Barossa Valley has been known for its excellent wines, but there has been little focus on the fine dining that goes along with it. The number of South Australian visitors to this part of the country had also fallen by 44 percent in the last decade. After the success of the Kangaroo Island ad, the campaign is expected to a positive impact on interstate and South Australian tourism to the region.
Adelaide. Breathe.
Jeff Darling’s third ad released in December 2013 featured Adelaide and tried to express the experiences, atmospheres, and feelings of iconic Adelaide landmarks. The concept of the ad is unique in that it shows an astronaut flying around the city with the INXS song Never Tear Us Apart sung by Brisbane singer Emma Louise playing in the background. Towards the end of the ad the astronaut takes off the helmet and breathes in the newly discovered city.
Darling’s ad campaigns are emotive and moody, telling stories of the regions they showcase with authenticity. The idea behind the ads, as Darling states, is to connect with the audience through experiences and feelings, rather than through ‘wallpapers’ of landmarks. While there will always be some detractors who believe that such ads are a waste of taxpayers’ money, they do certainly give viewers a new and wonderful way to get a sense of what South Australia is really about. It remains to be seen how successful the latest ads have been, and tourists look forward to viewing Australia’s other attractions through Darling’s lens again.
Eugene Liu works with Move Migration, a team of migration agents in Sydney known for their simple fee structure and exceptional service standard in facilitating applications for Australian permanent residency.
