Tourism Australia invites UK Neighbours fan to experience Australia for themselves

Tourism Australia has made the most of the bittersweet ending of iconic Aussie soap Neighbours by inviting the show’s UK fanbase to see Australia for themselves in a special campaign from UM Studios and CHEP Network.

The 30-second bespoke spot, which aired during Neighbour’s finale episode on Channel 5 in the UK on Friday, was a tactical adaptation of Tourism Australia’s ‘Don’t Go Small, Go Australia’ platform, which launched in February to mark the return of international travellers to the country.

“For the past four decades, the popularity of Neighbours has brought Australia into the living rooms of millions of UK residents. Now that it is ending, we want to remind fans across the UK who will no longer be getting their daily fix of Australia, that there are so many reasons to head Down Under,” said Susan Coghill, Tourism Australia chief marketing officer.

The spot featured a montage of memorable scenes from the program, alongside destination footage of iconic Australian locations. In homage to the show, the final frame used Neighbour’s recognisable font for the word ‘Australia’.

Tourism Australia partnered with Neighbours production company, Fremantle, in developing creative that would celebrate the series finale of the long-running soap.

“We have chosen to use some of the show’s footage featuring iconic characters that are sure to make fans smile, while showcasing some of Australia’s very own icons, including the Great Barrier Reef and Sydney Harbour Bridge,” added Coghill.

“The bespoke advertisement to coincide with the final episode of this much-loved TV drama is our way saying goodbye to Neighbours and inviting fans to Come and Say G’Day,” Susan Coghill said.


Client: Tourism Australia
Creative Agency: UM Studios with CHEP Network
Media Agency: UM


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