Sophie Chen
Nov 13, 2013

Adelaide tells unexpected story with winemaker Justin Lane in new short film

ADELAIDE - In a film atypical of tourism advertising, the South Australian Tourism Commission has invited winemaker Justin Lane to reveal the quirky and unassuming side of Adelaide.

wide player in 16:9 format. Used on article page for Campaign.

The film (above) is one of the two-part series released to support the announcement of Adelaide as a ‘top 10 city’ to visit by Lonely Planet. The previous film featuring Adelaide-born She Can DJ winner Minx, was released last month.

In this film, Lane relates an unexpected story of the city that has been going through a transformation, just like his winemaking, abandoning traditional blends, stuffy regionalism and predictable varieties to take his wine into the post-modern era.

Through his vinification process, Lane shows the warm camaraderie amongst Adelaide people, the authenticity of new business offerings and the real sense of Adelaide’s transformation into a great city.

The films are running through the South Australia Travel YouTube channel, The Real South Australia Facebook page, as well as being seeded with media through targeted PR.

South Australian Tourism Commission will launch a new domestic campaign focusing on Adelaide early next year, according to Burson-Marsteller, its PR agency.

Aiming to differentiate itself from other Australian cities, Adelaide has been undergoing a range of developments, including a US$499 million upgrade to the Adelaide Oval and the construction of a footbridge over the River Torrens connecting Adelaide Oval to the rest of the city, encouraging people to populate the CBD after sporting matches.



Production Marbay
Director Johan Polhem
Co-producers Lee Ritson, Helen Morahan
Editor Nick Maher
DP/cinematographer Adam Howde
Music Charlton Hill, Uncanny Valley
PR Burson-Marsteller

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