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Australia : New Adelaide tourism commercial to premiere today.

A powerful new campaign showcasing Adelaide and its surrounding regions will premiere on television interstate and in Adelaide today.

Featuring a new version of the INXS classic Never Tear Us Apart - performed by Aussie singer Emma Louise - the ad includes evocative visuals of Port Willunga beach, McLaren Vale, the Adelaide Hills and historic Port Adelaide warehouses as well as iconic elements of the city including Adelaide Oval, the Art Gallery, Rundle Street lantern, and Adelaide s laneways.

Premier Jay Weatherill said the ad would spark debate and challenge people s traditional perceptions of Adelaide.

It will get people talking about and travelling to Adelaide to find out for themselves what it is that is changing here, Mr Weatherill said

With Lonely Planet naming Adelaide as one of its top 10 cities to visit in 2014, this campaign is a great chance to capitalise on that publicity and give people even more reasons to come here.

This city is changing so we want to celebrate that and entice more visitors to discover the new Adelaide.

The commercial was produced by the same creative team Jeff Darling and Kate Sawyer from Moth Projects - who produced last year s award-winning Barossa. Be Consumed commercial, as well as the Kangaroo Island s Let Yourself Go ad.

Adelaide as a tourism region is the State s largest contributor towards visitor expenditure and visitation, however, research conducted interstate has shown that outside of the world famous festival season and wine regions, many visitors don t know what to expect from Adelaide.

Research also shows people are shunning big cities and hectic holidays, and seeking smaller, more intimate destinations where they can take the time to immerse themselves.

The campaign shows how Adelaide provides the perfect answer to this - it offers a diverse array of experiences that are more accessible than other capital cities, while capturing the energy and quirky spirit of our State.

The first phase of the campaign will focus on Sydney with some activity in Adelaide and South Australia, expanding later to Melbourne and Brisbane.

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Publication:Mena Report
Date:Feb 3, 2014
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