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Kylie Minogue Invites Brits Down Under in New Tourism Australia Ad

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Lovable Aussie artist sings 'Matesong' in music video campaign by M&C Saatchi Sydney and Revolver/Will O’Rourke

Kylie Minogue Invites Brits Down Under in New Tourism Australia Ad

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 new campaign via M&C Saatchi, Sydney. Matesong is the first activation of Tourism Australia’s recently launched Philausophy platform.

In a timely gesture, the 3-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.

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.

Says Susan Coghill, chief marketing officer, Tourism Australia: “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.”

Says Cam Blackley, chief creative officer, M&C Saatchi: “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.”

Says Russell Hopson, group managing director, M&C Saatchi: “Excited doesn’t come close to describing how we all feel about this work finally getting out of the bag. It’s no secret that the Brits have had a tough year, or maybe more than one, and so landing the fact that they’ll always have a mate in the Aussies was too good an opportunity to miss. And who better to deliver the message than actual pop royalty herself, Kylie Minogue? This work literally has it all, from the Queen’s speech to Shane Warne- all underpinned by a powerful strategy of selling the Australian character and way of life. We think the Brits will love it.”

Matesong was written in collaboration with Tony-nominated singer-songwriter Eddie Perfect and produced by award winning production company, Revolver/Will O’Rourke. 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.

Says Phillipa Harrison, managing director, Tourism Australia: “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.”

Adds Coghill: “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.”

Says Neil Peace, client director, UM-UK: “A tourism board teaming up with Kylie Minogue to launch a song teasing brits to visit Australia is as unlikely as it is brave. But Matesong is a triumphant, playful nod to the things that unite us with our mates down under, from cricket to Kylie herself.

“UM London is proud to be part of such a bold, innovative campaign that reflects the hard work, innovation and conviction of both TA and it’s wider agency partners. And we’re very much in agreement, that a quokka, is really what we all need.”

Says Jack Graham, senior strategy director, UM Australia: “What makes Australia unique isn’t just the things you see, but the people you meet and their unique way of life. Nothing is more Australian than inviting someone over when they’re doing it tough. We couldn’t be more thrilled to deliver an invitation of this scale or at this time of year through our media partners. A delivery ecosystem leveraged to reignite urgency and desire to experience our way of life.”

Says Simon Brock, creative director, Digitas: “This campaign has something for every British traveller. For those entering the new year with distant hopes of travel, it’s a bright, buoyant invitation to get inspired. For those already planning their next trip, the work does a brilliant job of showing why Australia has to be on their shortlist. And if they already have their sights squarely set on Australia, it’s an all-singing, all-dancing itinerary for the trip of a lifetime. At every stage of the travel journey, Kylie’s invitation to the Brits can cut through.”

Says Jo Carr, co-founder and chief client officer, Hope&Glory: “We’re beyond excited to work with Tourism Australia on this campaign especially given their track record in delivering stand-out creative work. Australia is well known for “mateship” and who better to extend a hand of friendship to us at this time of year than cultural icon and pop royalty, Kylie Minogue.”

Says Richard Brett, CEO, opr: “We love how Matesong captures the banter of Aussie mateship and is brought to life through tongue-in-cheek lyrics, iconic Australians and incredible locations around the country. The campaign highlights the quintessential Aussie experience that’s sure to entice our British mates to visit us Down Under.”

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.

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Artist: Kylie Minogue

Music and Lyrics: Eddie Perfect


Agency: M&C Saatchi Sydney

Chief Creative Officer: Cam Blackley

Executive Creative Directors: Mandie van der Merwe & Avish Gordhan

Group Creative Director: Andy Flemming

Senior Copywriter: Curt McDonald & Chris Brailey

Senior Art Director: Rosita Rawnsley-Mason

Copywriter: Rubini Gun

Art Director: Matt Corcoran

Group Managing Partner: Russell Hopson

Group Head: Emma McJury

Senior Account Director: Nikki Chapman

Account Director: James Steer

Head of Broadcast: Loren August

Lead Print Producer: Greg Hyslop

Chief Strategy Officer: Justin Graham

Head of Strategy: Rachael Fraser

Senior Strategy Director: Nick Jacobs

Design Director: Simone Cherry & James Jamias

Designer: Matt Harrington

Finished Artist: Ian Hartigan & Holly Jones

Retoucher: Nicko Mueller & Richard Hughes

M&C UK Team

Creative: Matt Collier & Wayne Robinson

Deputy MD: Mark Newnes

Head of Strategy: Steve Parker

Account Director: Evan O’Driscoll

Senior Account Manager: Samantha Lane


Production Company: Revolver/Will O’Rourke x Somesuch

Edit: Trim Editing

Grade: Framestore

Online/VFX: FIN Design + Effects

Music + Lyrics: Eddie Perfect

Music + Sound: Soundtree Music

Stills Photographer: Nicole Bentley


Media Agency: UM (Global Team)

Senior Strategy Director: Jack Graham

Senior Client Director: Ashleigh Markou

Senior Digital Partnerships Manager: Anthony Thomas

Digital Director: Sarina Ballauff

General Manager: Sydney Sophie Bingham


Client Director: Neil Peace

Comms Director: Charlotte Netherwood

Performance Director: Allison McMordie

Comms Manager: Deborah Widdick & Isabelle Locke

Broadcast Director: Zoe Sylvester

Strategy Director: Lauren Raymond

Comms Executive: Savarna Burrows


Digital agency: Digitas

Head of Production: Lizzie Strobel

Client Partner: Oli Cassidy

Creative Director: Simon Brock

Account Manager: Rachel Malone

Account Director: Max Cahill

Design Lead: Oliver Ree

Creative: Nick Duron

Designer: Júlia Correa

Senior AEM Developer: Rupesh Kumar & Umang Mittal


Agency: Stack Chat

CEO: Marcus Robinson

CTO: Mark Szumowski

Senior Devops Engineer: Sam Banks


PR Agency: Hope & Glory (UK)

Managing Partner: Jo Carr

Creative Director: Gavin Lewis

Associate Director: Natalie Davies & Nicola Burton

Account Director: Joccoaa Hand

Senior Account Executive: Dani Hayhurst & Lisa Barlow

Account Executive: Agatha Hyatt

Account Assistant: Stephanie Talbot

PR Agency: opr Agency

Chief Strategy Officer: Kaz Scott

Chief Creative Officer: Bridget Jung

Associate Director: Luke McClelland

Account Director: Ellee Donald

Strategy & Planning Manager: Laura Stoll

Chief Digital Officer: Daniel Young

Senior Digital Strategist: John Harding-Easson

Senior Account Manager: Zoe O’Sullivan

Senior Account Executive: Madison Scott



Managing Director: Phillipa Harrison

Chief Marketing Officer: Susan Coghill

General Manager: Brand, Campaigns & Media

Global Campaigns Manager, West: Ashleigh Sorensen

Campaigns Executive, West: Laura Rankine

Global Manager, Media & Partnerships Marketing: Alex Lowes

Marketing Media Manager: Rochelle Vinson

Studio Manager: Andrew Still

Campaign Executiv: Brand Stephanie Denman

General Manager, PR, Social & Content: Anita Godbeer

Global Manager, Public Relations: Emma Sturgiss

Global Manager, Advocacy: Nicole Foster

Broadcast & Event Partnerships Manager: Minta Burn

Publicist: Lauren Caverley

Global Manager, Social Media: Nick Henderson

Social Media Producer: Novy Wong

Global Manager, Content: Joleen Booth

General Manager, Communications & Government: Leo Seaton

Public Affairs Manager: Kim Moore

Government Communications Manager: Erin Foster

Senior Corporate Communications Manager: Hayley Taylor

Consumer Marketing Graduate: Georgie Johnson 

General Manager, Digital Strategy: Paul Bailey

Global Manager Digital, Mobile & UX: Larissa Nery

Chief Information Officer: Shaune Rosser

Marketing Technology Manager: Manjit Gill

Global Digital Product Manager: Rachel Bernauer

UK Office: -

Regional General Manager: Sally Cope

Marketing Manager: Kirsten Webber

PR Manager: Stuart Fyfe

Partnerships & Distribution Manager: Pete Mills

Senior PR Executive: Kate Hodges

Marketing Executive: David Olding

Digital Marketing Executive: Nick Musson

Business Development Manager: Benjamin Taprell

Digital Coordinator, Aussie Specialist Program: Silvija Bradford

Aussie Specialist Trainer: Alison Lee

Genres: Music performance, Music & Sound Design, Musical

Categories: Services, Travel

M&C Saatchi Sydney, Thu, 26 Dec 2019 14:52:13 GMT