Kangaroo Island ‘Let Yourself Go’
The South Australian Tourism Commission has extended its relationship with ad agency KWP!, which is now working on a follow-up campaign to the popular Let Yourself Go spot for Kangaroo Island that launched in March this year.
The extended deal, which will run until 30 June 2013, sees KWP! build on its decade-long relationship with SATC. The news comes a week after brand agency Cato Purcell Partners was appointed to create a new brand identity for the South Australian government.
SATC and KWP! faced controversy a month after Let Yourself Go launched when it emerged that celebrities had been paid to tweet about Kangaroo Island and the ad itself, which featured the track Rise by Pearl Jam’s Eddie Vedder.
A new campaign is now in development for South Australia’s Barossa Valley and Flinders Ranges, with the agency considering using locally sourced music in a new ad. John Baker, managing partner at KWP!, joked that celebrities “haven’t made the channel plan just yet”.
SATC marketing director David O’Loughlin said: “There has been enormous interest from advertising agencies wanting to pitch for our account, however the recent Kangaroo Island campaign was some of KWP!’s best work. It made sense to extend the contract”.
KWP! has also announced renewing long-standing relationships with clients Clipsal 500 and RAA.
Baker said in a statement: “Having known some of these clients longer than my wife we find ourselves constantly striving to do better work for them. I can genuinely say that as our relationships have aged, we’ve created arguably some of our best work ever.”
Baker called Let Yourself Go “the most beautiful ad we’ve ever created”.