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How to market dirt


UPDATE January 19: The Barossa. Be Consumed television campaign has won another international award. 

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It received the Gold Camera Award in Tourism Films at the 2014 US international Film & Video Festival. It also won the corporate category at the festival.

Tourism Minister Leon Bignell said the campaign continued to turn people’s heads. He will be hosting Lee Gluckman Jr, President of the International Film & Video Festival, at today’s Press Club lunch.

“It’s a powerful advertising campaign that captures the diversity of the Barossa. It’s proving to be an excellent showcase for the region and the state,” Minister Bignell said.

“Not only have we won this prestigious award, we also have the honour of hosting Mr Gluckman in Adelaide to present the award in person. And he’s visiting at a perfect time, with this week’s international sporting and tourism focus on South Australia for the Santos Tour Down Under.”

When marketing a wine region for international travellers the obvious starting point would be images of vines, glorious sunshine, rows of bottles and happy people clinking glasses.

The less obvious starting point would be: dirt.

And lots of it.

But James Rickard, the creative director of the award-winning Barossa. Be Consumed, advert says he realised that the overall success of the Barossa Valley in South Australia lies in its dirt and that motivated him to make the film.

“The quality of the region’s product, be it wine or food, begins and ends with the soil,” he said when accepting the ‘World’s Best Tourism Film of 2014’ at the Festival of Festivals in Vienna last week. “One of the juror’s comments “when you watch the ad, you can almost smell and taste the region.’ made me especially proud as that was exactly what we were aiming to achieve.”

The commercial takes viewers through Barossa, combining spectacular landscapes and enchanting food and wine with distinctive music from Australian musician Nick Cave.

Barossa. Be Consumed has won a suite of international awards since its launch in 2013 including seven Grand Prix awards and 10 trophies across 11 countries including France, Germany, USA, Portugal, Romania, Bulgaria, Italy and Latvia.

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