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Top 6: January 8th 2020
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.
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Artist: Kylie Minogue
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