Hollywood’s Mark Webber directs latest South Australian Tourism Commission campaign

The fight for the domestic tourism dollar is heating up, with the South Australian Tourism Commission tapping Hollywood director and actor Mark Webber, known for his roles in Snow Day, The Laramie Project, Weapons, and Scott Pilgrim vs. the World, to showcase the ‘real, raw and rugged’ experiences the state has to offer.

The new campaign was created in partnership with Adelaide-based indie creative agency Fuller Brand Communication, and challenges tourists to reconsider their usual holidays.

It’s the latest gambit in the battle of the states. Last week Tourism WA launched its latest campaign featuring Aussie Formula 1 driver Daniel Ricciardo. The campaign aims to showcase Western Australia’s experiences and adventures – in a similar fashion to ‘Travel. Our Way’.

“An overarching objective of Tourism WA’s brand platform is to provoke the spirit of adventure in every traveller – and there’s no better way to do that than through the lens of Daniel Ricciardo and the ‘Drive the Dream’ campaign as he takes in the state’s wondrous landscapes on his way from Perth (Boorloo) to Exmouth (Warnangoora),” Carolyn Turnbull, managing director at Tourism WA, said of the launch.

In the Sunshine state, Tourism and Events Queensland’s ‘Queensland is Calling’ campaign rolled out its second phase in August, targeting holicay-makers who “know and love” Queensland – familiarity seekers – as well as spotlighting new experiences for other travellers.

In May, Visit Victoria launched its 10-year strategic plan, ‘Experience Victoria 2033’, aiming to grow its tourism industry and create more jobs over the next decade.

Victorian Minister for Tourism, Sport and Major Events, Steve Dimopoulos MP, said: “The thinking behind the Experience Victoria 2033 is simple. We want to identify potential opportunities, then turn those opportunities into realities that create great experiences for visitors and great jobs for locals.”

The strategy was developed across 5 key pillars – First Peoples-led experiences, wellness, arts and culture, nature, and food and drink.

Webber, who has lived in the Adelaide Hills for the past decade, directed the ‘Travel. Our Way’ spot, and was backed by award-winning Australian cinematographer Katie Milwright – who has worked on films and TV shows including Please Like Me, Celeste and Upright.

He said this opportunity to “showcase the greatness” of South Australia was an honour: “We do things differently here, it’s felt as soon as you touch down, we do things our way, something you need to experience for yourself.”

The spot features shark-cage diving, swimming with sea lions, heli camping and more, using Lenny Kravitz’s iconic song ‘Are You Gonna Go My Way’.

Managing director at Fuller Brand Communication, Will Fuller, said the campaign really packs a lot in.

“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,” he 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.”

Erik de Roos, executive director, marketing at South Australian Tourism Commission, said that apart from Webber, the campaign was created by 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,” he said. “From day one, the team at Fuller embodied this feel-good energy and the campaign they’ve produced reflects this.”

Jordaine Chattaway, ECD at South Australian Tourism Commission, added: “Lenny’s song is a big one, but it came secondary for us. The energy and the ‘up for anything’ attitude of South Australians is what drove us to create something that felt truly authentic to this state, and that made partnering with the best local creatives absolutely essential.”

‘Travel. Our Way’ is live across TV, OOH and digital.


Client: South Australian Tourism Commission (SATC)
Erik de Roos, Executive director, marketing
Marianthi Livaditis, General manager, marketing and creative services
Chris Plummer, Creative lead
Louise Magor, Marketing manager interstate
Aaron Gill, Marketing manager intrastate

Creative Agency: Fuller Brand Communication
Will Fuller, Managing director
Jordaine Chattaway, Executive creative director
Jamie Shawyer, Account director
Emily Dawe, Production assistant
Nerissa Douglas, Art director
Michael Gagliardi, Creative director
Jarrod Knoblauch, 2nd AC

Production team
Mark Webber, Director
Nicola Tate, Producer
Annalise Menzel, Producer
Sharon Kerrigan, Location/production mgr
Emily Dawe, Prod assist/unit
Katie Milwright, DOP
Mark Tipple, Underwater DOP
Rusty Marrett, 1st AC
Nick Frayne, Main cam + drone assist
Jarrod Knoblauch, 2nd AC
Jeffrey Gaunt, Drone Pilot
Nic Datson, Gaffer
Sam Clarke, Elex Assist
Justin Van Zyl, Grip
Django Nou, Grip Asst
Ben Brooks, Art Dept / Standby Props
Chloe Spalding, Wardrobe
John Laurie, Stills photographer
Ryan Cantwell, Digi op
Jono Baker, Steadicam
Angela Heesom, Casting
HMU – Natasha Stone, Bonnie Charles, Ebony Feltus

Media Agency: Carat

Post Production: KOJO
Georgia Lippe, Post production coordinator
Jade Robinson, Editor
Marty Pepper, Colour grade
Justin Astbury, Post sound

“Are you gonna go my way?” Written by Lenny Kravitz and Craig Ross. Published by Virgin Records. Performed by Lenny Kravitz.
Music Supervision and Rights Licensing – Chris Chalmers, Charmed I’m Sure


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