The music of veteran Aussie alt-rock band Nick Cave & The Bad Seeds features in a new tourism campaign celebrating the food and wine of the Barossa Valley.
The Barossa’s people and landscape feature in the new film
The campaign, which bears the tagline ‘Barossa. Be consumed’, aims to promote South Australia as ‘the country’s premier food and wine destination’, according to the region’s tourism association.
‘The commercial highlights the role the soil plays in the amazing produce grown in SA,’ said Minister for Tourism Leon Bignell.
‘Some of the world’s best wines come from South Australia, so it’s not surprising produce grown from our soil carries the same level of quality and flavour.
‘This campaign will help cement South Australia as the premium food and wine destination of Australia, and promoting the Barossa will have a flow-on effect for the rest of the state.’
The ad features ‘gritty’ imagery of the Barossa’s soil, produce and people, accompanied by ‘Red Right Hand’, a track from Nick Cave & The Bad Seeds’ 1994 album, ‘Let Love In’.
Directed by Jeff Darling, the ad aims to build on the success of a previous campaign for Kangaroo Island, following which overnight stays increased by 13%.
Barossa. Be Consumed will air on Australia’s major networks from Sunday, 2 June, and can also be viewed on South Australia’s YouTube channel: youtube.com/user/southaustraliatravel
Written by Richard Woodard