‘BC (Before Covid) and before BuildConnect in 2019 Kylie Minogue and her mates invited the UK to visit and live in Australia. Now more than ever we want all skilled workers in building and construction trades to join “our tribe” in South Australia.
Matesong was Tourism Australia’s 2019 campaign targeting the United Kingdom (UK). It is a fun, light-hearted musical message delivered by Kylie Minogue that celebrates the longstanding ties and sense of mateship that exists between the two countries.
Matesong presents Australia as a dynamic, diverse and modern destination, alongside the things Brits have always loved about Australia, including white sandy beaches, cute animals, TV programs like Neighbours and some competitive banter on the cricket pitch. The AUD15 million Matesong campaign is the largest investment Tourism Australia has made in the UK in more than a decade. In the same way the Dundee campaign bolstered the US market, Tourism Australia believes Matesong will drive growth from both first time and repeat visitors from the UK.
Matesong is the first international market activation as part of Tourism Australia’s new Come Live Our Philosophy campaign.
The three-minute Matesong film features iconic locations from across Australia as well as cameo appearances from some of Australia’s most recognisable personalities, including Adam Hills, Ash Barty, Shane Warne and Ian Thorpe.
Locations and experiences shown in the three-minute film include:
- Broken Head Beach, Byron Bay, NSW
- Cape Byron Lighthouse, Byron Bay, NSW
- Coorabell House, Byron Hinterland, NSW
- Fingal Head, Tweed, NSW
- Northern Hotel, Byron Bay, NSW
- Three Blue Ducks, The Farm, Byron Bay, NSW
- Centennial Park, Sydney, NSW
- China Heights Gallery, Surry Hills, Sydney, NSW
- North Cronulla Surf Life Saving Club, Sydney, NSW
- Royal Botanic Gardens of Sydney, Sydney, NSW
- Shark Park, Cronulla, Sydney, NSW
- Cronulla Beach, Sydney, NSW
- Sydney Cricket Ground, Sydney, NSW
- Taronga Zoo, Sydney, NSW
- Wylie’s Baths, Sydney, NSW
- Field of Light, Uluru-Kata Tjuta National Park, NT
- Kuniya Walk, Uluru-Kata Tjuta National Park, NT
- Catseye Beach, Hamilton Island, Whitsundays, QLD
- Heart Reef, Whitsundays, QLD
- Black Rock Yacht Club, Melbourne, Vic
- Collins Street, Melbourne, Vic
- Melbourne and Olympic Parks, Melbourne, Vic
- Sandringham Beach, Melbourne, Vic
- Optus Stadium, Perth, WA
- Rottnest Island, WA
The talent featured in Matesong includes:
- Kylie Minogue: Australian singer, song-writer and actor
- Eddie Perfect: Australian writer, performer and composer (Matesong songwriter)
- Adam Hills: Australian comedian and radio and television presenter
- Ash Barty: Australian professional tennis player
- Shane Warne: Australian cricket commentator and former cricketer
- Ian Thorpe: Former Australian Olympic swimmer
- Reggie and Cassidy Uluru: Indigenous Elders, Mutitjulu Community
- Darren Robertson: Chef and co-owner, Three Blue Ducks
- Jeff Bennett: Co-owner, Three Blue Ducks
- Magdalena Roze: Meteorologist, presenter and journalist
- Andy Saunders: Comedian, Aboriginal Comedy Allstars
- Kevin Kropinyeri: Comedian, Aboriginal Comedy Allstars
- Sean Choolburra: Comedian, Aboriginal Comedy Allstars
- Jordan and Zac Stenmark: Australian models
Campaign Partners
The exclusive airline partner for Matesong is Singapore Airlines. Key distribution partners in the campaign are:
- Trailfinders
- Flight Centre
- Audley Travel
- Austravel
- Travelbag
- Freedom Australia
- Kuoni
