Hollywood director, actor and American-born South Australian Mark Webber was engaged to direct the cinematic TVC, backed by renowned Cinematographer Katie Milwright.
Set against the iconic chart-topping classic ‘Are You Gonna Go My Way’ by Lenny Kravitz, the TVC will hit the airwaves right before the Grand Final this weekend.
From shark-cage diving, to swimming with sea lions, heli camping and so much more, Fuller Brand Communication Managing Director Will Fuller said the ad packs the punch it needed to.
“South Australia is a destination that has always offered experiences that are real, raw and rugged, but the success of recent major events has also given our people an energy that we wanted to capture and share with the rest of the world,” Will said.
“Travel Our Way is designed to feel like a movie trailer for our state, leaving the viewer wanting to make the trip to see the real thing.”
SATC Executive Director Marketing, Erik de Roos said a big part of the campaign’s magic came from the passion and commitment to the project by its predominantly local crew, cast and team of creatives.
“We wanted to deliver a feel-good campaign that carries forward the positive energy and growing sense of self-confidence we’re feeling in our State currently. From day one, the team at Fuller embodied this feel-good energy and the campaign they’ve produced reflects this,” he said.