Tourism Western Australia unveils two new TV + cinema spots in its 'Experience Extraordinary' campaign via Host Sydney and The Glue Society

NorthWA1.jpgTo stand out from the conventional advertising approach to travel marketing, Tourism Western Australia has commissioned creative agency Host to create two new tourism films that willNorthWA2.jpg be appearing on TV and in cinemas across the country from today.

To write and direct the films, Host appointed the award-winning creative collective The Glue Society. On various trips around the amazing landscapes, the directors were inspired by the extraordinary power of the landscape to help you reconnect with those close to you.

WATCH THE FIRST SPOT
WATCH THE SECOND SPOT
The films set out to celebrate the positive, human effect that visiting the State's extraordinary landscapes can have on two different couples.

SOUTHWA1.jpgThe South West film sees a young couple on a journey through the diverse region - taking in the rugged coastlines, wild beaches, vineyards, forests, caves and the spectacular ranges.

The North West film sees an older couples journey through the Kimberley region - from the raw, dusty beauty of the Bungle Bungle range to the vibrant coloured coastline at Broome along the Gibb River Road.

To accompany the films international renowned musicians Jonsi and Alex composed an original soundtrack for the stories, entitled 'Open Your Eyes'. In this stunning composition and performance, the musicians have captured both the cinematic drama of the landscape and the intimacy of the couples.

As a result of music and image, the impact of the films is both hauntingly beautiful and emotionally inspiring.

Says Suzie Shaw, CEO, Host: "Persuading consumers to travel to a destination that is perceived to be both costly and a great distance away, requires strong, emotional advertising, and testing results indicate that the films are unique, compelling and will inspire travel to WA."

Agency: Host
CEO: Suzie Shaw
Executive Planning Director: Frank Bethel
Group Account Director: Joanne Wealleans
Account Director: Kelly Spence/ Amber Martin
Account Manager: Mahsa Merat
TV Producer: Kaija Wall
Writers/Directors: The Glue Society (Paul Bruty and Jonathan Kneebone)
Film Production Company: Revolver
Executive Producer: Michael Ritchie
Film Producer: Ian Iveson
Cinematographer: Rob Marsh
Music: Jonsi and Alex

13 Comments

You gotta laugh said:

Honestly, these PR people are funny. Quote:

'To stand out from the conventional advertising approach to travel marketing, Tourism Western Australia has commissioned creative agency Host to create two new tourism films that will be appearing on TV and in cinemas across the country from today.

To write and direct the films, Host appointed the award-winning creative collective The Glue Society. On various trips around the amazing landscapes, the directors were inspired by the extraordinary power of the landscape to help you reconnect with those close to you'.

In other words - WA Tourism's agency Host as created two new spots to run on TV and cinema. And the spots were produced by the Glue Society who've shot lots of stuff for other Host clients.

The work is fine. The PR release is laughable.

Target Audience said:

These are great. I love the music.

Greidy said:

Made my day feel small and trivial.

Nice work. And thanks.

JJ said:

Standard tourism ads

Report said:

Very beautiful and atmospheric.

Easily impressed said:

Great work from Glue Society and Revolver yet again!

Just deserts said:

I think the idea was deserted somewhere in the desert.

Overseas said:

inspiring

WA Tourism Business said:

What a joke ! These ads are a joke!

Ex kiwi said:

So the face of your WA Tourism campaign is a kiwi? How does that work???

Lisa (Victoria) said:

For the first time in my life I want to go to Western Australia- incredibly powerful ad- visually stunning, superbly edited, and such an emotional roller coaster you just want to watch it again and again. And how can I get a copy of the music by Jonsi and Alex? Can't get that haunting soundscape out of my head. Advertising that succeeds on all levels!

Iceland said:

Has Sigur Ros called for their royalties yet?

Mlb said:

Would be nice if the locations were actually mentioned...
I think I recognise my home town beach williams bay in Denmark hence i was checking. Even still there is no info on the locations even on this website.
Pretty pathetic really.

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