The Matesong Moment
Brexit, 2019. The UK were becoming more and more isolated from their European neighbours and losing friends fast. Tourism Australia wanted to reach out and let Brits know there’s one place that they’ll always be welcome whatever their political views. So we jumped on Brexit as our cultural moment to extend the hand of friendship at a time
of upheaval and uncertainty.
The Placement
Partnering with ITV, we introduced Matesong to British audiences as a performance from Britain’s favourite Aussie, the princess of pop, Kylie Minogue, with no mention of Tourism Australia. We created advertising that mimicked ITV’s regular broadcasting promotions with placements in the TV guide, channel idents and station take-overs.
Then on Christmas Day, we took out the entire ad break before The Queen’s National Address to reveal our message of mateship to more than 8 million viewers. The 3 minute ballad reminded Brits that even though we may not be their closest holiday destination, being a million miles away from Brexit with their mates in Australia was just what
they needed.
The response
Our heartfelt message inviting Brexit-weary Brits Down under wasn’t just lapped up by the British people and all their major press, but quickly spread organically across the globe on social.
