When was the last time you took off on a whim? When your weekend started on a weekday? When you made love in the afternoon?

These are the questions Australia’s oldest wine region, the Hunter Valley are asking in their new campaign through Sydney agency JimJam Ideas.

The campaign, produced for Destination NSW and the Hunter Valley Alliance, will play out in cinema, TV and online, with an emphasis on the fact there’s more than just wine to be found. It celebrates ‘the good life’.

Minister for tourism and major events Adam Marshall said, “We’ve worked in close collaboration with key local representatives of the Hunter Valley Group to ensure that Here’s to the Good Life is an edgy, compelling campaign that’s authentic to the area. We’ve delivered something that’s like nothing the region has ever done before”.

Jo Thomas, general manager of the Hunter Valley Wine & Tourism Association added, “This is strong work that has been created and we are very proud of it.  We believe this campaign is so compelling that it will set us apart from our competitors and help achieve our goal to increase visitors to our incredible destination.”

JimJam ECD Andrew Crocker said, “The Hunter Valley is one of the world’s premier wine regions. And it’s right on Sydney’s doorstep. I think as Sydneysiders we get stuck in Sydney and forget about the things that truly matter in our lives, like connecting with partners and friends. This is what the good life is about. Simple, little pleasures. And the Hunter has them in spades.”

Charlie Cook, JimJam CD added, “The locals are incredibly passionate and proud. Many businesses have been through several generations of the same family. But as a destination they were being overlooked for other ‘newer’ places. In all honesty there’s really only one Hunter Valley. And it’s a hard one to beat. Hopefully we’ve helped put it back up on the pedestal it belongs.”

CREDITS:

AGENCY – JimJam

ECD – Andrew Crocker

CD – Charlie Cook

ART DIRECTORS – Patrick Andersson and Mike Miller

GROUP BUSINESS DIRECTOR – John Campbell-Bruce

STRATEGY DIRECTOR – Tony Gordon

PRODUCTION – Clockwork Films

DIRECTOR – Gemma Lee

PRODUCER – Alan Robinson

DOP – Ben Shirley

EDITOR – Simon Njoo

CLIENT: Destination NSW