Tourism Australia has paid homage to iconic TV series Neighbours in its latest promotional campaign.
Spearheaded by a 30-second spot, the tourism agency’s latest marketing push pays tribute to show in the build up to its last-ever episode, which airs tonight (29 July) on Channel 5.
After a mammoth, 37-year run which launched the careers of numerous Aussia megastars such as Kylie Minogue, Russel Crowe, Guy Pearce, Margot Robbie and Liam Hemsworth – it was announced In March that production would end after Channel 5, the show’s key UK broadcast partner decided to pull its funding to focus on more original content.
The creative’s hero spot will air during tonight’s screening and is set to feature various iconic Australian attractions interspersed with iconic scenes from the shows extensive back-catalogue.
The ad comes as part of Tourism Australia’s ongoing ‘Don’t Go Small, Go Australia’ brand platform, and will continue to aired during viewings of the final episode on My5 catch-up until 7 August.
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“It’s nostalgic. For four decades, a little touch of the Australian lifestyle has been appearing in everyone’s living room every day,” Tourism Australia regional general manager UK and Northern Europe, Sally Cope said.
“We just really wanted to acknowledge it and celebrate the moment. It was a bit of a ‘stars aligning’ moment because Fremantle reached out to us at the same time.
“It was great, because we worked together from the outset on how we could come up with something to celebrate this final episode.”
She continued: “It’s all about showcasing the diversity of experiences and the vastness of the country, really tapping into that pent-up demand and saying, ‘This is the year to go big and have a big trip to Australia’.”
“So, how do we adapt that and celebrate Neighbours at the same time? The message is, now that Neighbours is ending, it’s about inspiring people to think about their big trip to come down and ‘Say g’day to Australia’.”
