On Christmas Day, as millions of Brits tuned in to the Queen’s Speech, pop icon Kylie Minogue delivered a song of mateship to entice visitors Down Under.

In a timely gesture, the three minute extravaganza, entitled Matesong, celebrates the rich and longstanding ties that exist between Australia and the UK. 

UK audiences have been introduced to the performance in the weeks leading up to the Queen’s annual address via unbranded TV programming in partnership with ITV through on-station idents. Additionally, out-of-home advertising and an appointment to view in TV guide scheduling planted the seed.

On Christmas Day in the UK, Kylie Minogue revealed the true motive behind Matesong – one nation reaching out to another in friendship when it’s needed most. The Queen’s annual Christmas message is a key cultural moment in the UK, with more than six million people gathering around their televisions to watch it.

Set against a backdrop of extraordinary Australian landscapes, Matesong is the first activation of Tourism Australia’s recently launched Philausophy platform which aims to elevate the strengths of the destination to include its people, personality and way of life.

Tourism Australia Chief Marketing Officer Susan Coghill said, “We’ve sought to capture the Australian way of life with a campaign delivered in a big media moment and in a creative way we think will resonate in the UK and entice more of our British mates to visit us Down Under,” she said.

M&C Saatchi Chief Creative Officer Cam Blackley said, “The world’s in a tricky place right now. So, it’s a pleasure to deliver a little lightness and brightness through an Aussie icon extending the hand of mateship on behalf of all Australians. And a couple of Quokkas. This is really special because it’s the first time ever one country has created a bespoke piece to directly talk to another country on a personal level”. 

Matesong was written in collaboration with Tony-nominated singer-songwriter Eddie Perfect and directed by award winning production company, Revolver. Starring alongside Kylie Minogue is Australian comedian and TV presenter Adam Hills, with supporting cameo appearances from Shane Warne, Ash Barty, Ian Thorpe, the Aboriginal Comedy Allstars and others.

Tourism Australia Managing Director Phillipa Harrison said, “Who better to deliver the message than Kylie Minogue. She embodies so much of what we want to share with the world – our warm, fun and friendly personality. Not only does she have a deep and authentic connection with Australia, but she is a much-loved and recognised icon in the UK as well”.

Ms Coghill added, “Our research supports what we in Australia all instinctively know – that the Australian way of life is unique on the world stage and incredibly appealing to people visiting our great country”.

Australia’s Federal Tourism Minister Simon Birmingham said he hoped the new campaign would help reinvigorate the UK market. 

“This campaign is about reminding Brits that Australia is a diverse and welcoming destination that still offers all the things that they love about our country, from our white sandy beaches to our native animals and our famous laidback outdoor lifestyle,” Minister Birmingham said.

Following the initial airing, the campaign will continue to run on British television, digital platforms, social channels, in cinemas and out-of-home advertising, and will be extended by a range of commercial and media partners including Singapore Airlines, The Telegraph UK and TripAdvisor.

The UK is Australia’s third largest market for spend and fourth largest for arrivals. Change and uncertainty impact consumer confidence and, in the case of the UK, this has influenced travel numbers to Australia in recent years. However, this period of uncertainty has also created pent up travel demand, which Matesong seeks to unlock.

Credits

Creative: M&C Saatchi 

Production Company: Revolver

Media: UM

Public Relations: opr Agency (Australia) and Hope & Glory (UK)

Digital: Digitas