Matesong – Tourism Australia 2019 | Clapboard Ad Archive

83

Matesong - Tourism Australia | Clapboard Ad Archive

Matesong is Tourism Australia’s high-profile creative play for the United Kingdom market, deploying the collective charisma of Kylie Minogue and a cast of Australian icons in a musical film designed by M&C Saatchi to land a message of camaraderie, emotional relief, and shared cultural kinship at the height of global uncertainty in 2019. Central to the campaign is a brand proposition rooted in the idea that Australia offers not just escape but genuine friendship, positioning the nation as the UK’s irrepressibly warm mate across the ocean at a time when British travelers were fatigued by domestic and geopolitical woes. The creative leans wholeheartedly into what Clapboard’s taxonomy would classify as FORMAT#8—Ongoing Characters or Celebrities, using Kylie’s universally recognized star persona to drive recall while enlisting a cohort of comedians, athletes, chefs, and Indigenous elders to represent the breadth and distinctiveness of Australian culture. Eddie Perfect’s original song, performed by Minogue and interspersed with cameo appearances, acts as a narrative device that unspools layers of local vernacular, humor, and cultural signifiers—from backyard cricket and flat whites to the idiosyncratic quokka—inviting UK audiences to trade anxiety for an authentic, playful sense of belonging promised by the Australian lifestyle. Far from a standard tourism reel, Matesong speaks directly to the UK with irreverence and warmth, side-stepping travel-porn clichés to foreground themes of support, renewal, and ongoing friendship, which resonate all the more in a global climate primed for reassurance. This positioning sets the campaign apart from typical market category competitors such as New Zealand or the South Pacific, which often privilege environmental spectacle or luxury, and highlights instead a brand of emotional hospitality that feels genuinely peer-to-peer. Supported by major reach—over 2.2 million views and vibrant multi-channel engagement—the film’s impact is heightened by its playful lyricism and the deliberate casting of figures who authentically represent the diversity and depth of modern Australia. In treating the UK as a close friend in need rather than a remote target market, Matesong delivers not only a distinctive creative but a nuanced piece of communications strategy that understands the long currency of empathy and humor in leisure travel marketing. Clapboard rates this 83/100. As a benchmark for leveraging celebrity ensemble and musical storytelling to cut through category noise, Matesong signals renewed opportunity for destination brands to cultivate emotional affinity and cross-cultural connection in communications beyond transactional travel offers.

Credits

Client

Tourism Australia

Agency

M&C Saatchi

Category Mind Map

48%

The ‘Matesong’ campaign by Tourism Australia positions Australia as a welcoming, relatable, and restorative destination for travelers from the United Kingdom. The brand proposition centers on friendship and emotional support, portraying Australia as a close mate across the ocean—a place where UK visitors can find respite, connection, and warmth amid challenging times. This promise of camaraderie and cultural kinship aims to foster emotional trust and invite the UK audience to experience Australia’s unique lifestyle, natural beauty, and social spirit. The market strategy leverages a culturally resonant creative angle by addressing the UK directly with a tone of familiarity and humor. Using the metaphor of a “mate” offering comfort and escape, the campaign taps into the shared historical ties and informal vernacular between the two countries, making the message feel personal and authentic. Featuring high-profile Australian personalities from diverse fields—including music, sports, comedy, and Indigenous community representatives—adds credibility and national pride, reinforcing Australia’s cultural richness. The musical format and inclusive, witty lyrics underscore a sense of upliftment and togetherness, capitalizing on the context of 2019’s global uncertainties to position Australia as an inviting refuge. The campaign’s targeted approach to the UK diaspora focuses on emotional connection over traditional tourist appeals, aiming to spark a sense of belonging and anticipation for future visits.

FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall. ‘Matesong’ centers on Kylie Minogue—an iconic Australian celebrity—supported by a cast of other well-known Australian personalities (athletes, comedians, chefs, indigenous elders). The campaign’s creative device is a musical performance featuring these celebrities inviting the UK public to “visit Australia,” leveraging their fame and charisma to build appeal and recall. There’s no explicit narrative arc or direct problem/solution framing; instead, the charm and wit of the celebrities, paired with aspirational local imagery, create a persuasive brand association. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. New Zealand Tourism – Positions itself as an adventure and nature-focused destination, emphasizing pristine landscapes, Maori culture, and outdoor experiences, appealing to eco-conscious and thrill-seeking travelers. 2. Visit South Pacific (including Fiji, Tahiti, etc.) – Highlights idyllic island escapes with luxury resorts, vibrant local cultures, and water-based activities, targeting honeymooners and affluent leisure travelers seeking relaxation and exclusivity. 3. Tourism Thailand – Leverages rich cultural heritage, diverse cuisine, and vibrant urban and beach experiences, positioning as an affordable yet exotic destination that blends tradition with modern hospitality. 4. Japan National Tourism Organization – Focuses on seamless fusion of ancient traditions and cutting-edge technology, promoting unique cultural experiences, meticulous hospitality, and seasonal travel highlights to attract curiosity-driven tourists. 5. Singapore Tourism Board – Markets Singapore as a global city offering a clean, safe, and highly modern urban experience, with world-class attractions, shopping, and culinary diversity, targeting urban explorers and business travelers alike.

Q: What is Matesong about? A: Matesong is a 2019 campaign created by M&C Saatchi for Tourism Australia, targeting the UK market with a film-led creative approach. The campaign features Kylie Minogue alongside a cast of prominent Australian personalities, including athletes, comedians, chefs, and Indigenous elders. Set to an original song by Eddie Perfect, Matesong delivers a heartfelt invitation for UK travelers to experience Australia’s warmth, camaraderie, and unique lifestyle. The campaign leverages music, humor, and cultural references to position Australia as a welcoming and restorative destination, aiming to foster emotional connection and anticipation for travel. Q: What creative device does Matesong use? A: Matesong employs the Ongoing Characters or Celebrities format, classified as Format #8 in Clapboard’s 12-format taxonomy. The campaign centers on Kylie Minogue and a supporting ensemble of well-known Australians, using their celebrity appeal to drive brand recall and emotional resonance. Rather than following a traditional narrative arc, the creative relies on a musical performance filled with wit, charm, and aspirational local imagery. This approach leverages the familiarity and charisma of its stars to create a persuasive and memorable brand association, as defined by Clapboard’s global ad archive. Q: What is the campaign proposition for Matesong? A: The campaign proposition for Matesong positions Australia as a supportive, relatable, and rejuvenating destination for UK travelers. Tourism Australia addresses the UK audience directly, framing Australia as a close mate across the ocean who offers comfort and escape in challenging times. The strategy emphasizes friendship, emotional support, and cultural kinship, aiming to build trust and invite the UK public to experience Australia’s social spirit, natural beauty, and distinctive lifestyle. This approach prioritizes emotional connection over traditional tourist appeals, seeking to inspire a sense of belonging and anticipation for future visits. Q: How does Matesong rank in Clapboard's archive? A: Matesong holds a Clapboard Campaign Score of 83/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance within the travel and tourism sector. Q: Who are the competitors in Tourism Australia's category? A: In the travel and leisure market, Tourism Australia competes with several prominent tourism boards. New Zealand Tourism positions itself as an adventure and nature-focused destination, appealing to eco-conscious and thrill-seeking travelers. Visit South Pacific, including Fiji and Tahiti, emphasizes luxury island escapes and exclusivity for honeymooners and affluent leisure seekers. Tourism Thailand highlights rich cultural heritage and diverse experiences at an accessible price point, while the Japan National Tourism Organization promotes a blend of tradition and innovation for curiosity-driven tourists. Singapore Tourism Board targets urban explorers and business travelers with a modern, cosmopolitan city experience.