'Barossa. Be Consumed.' wins festival of festivals

A South Australian advertisement for the Barossa Valley has been named the world's best tourism film of 2014 at the Festival of Festivals in Vienna.

The Barossa. Be Consumed ad was made by local advertising agency KWP and features the song Red Right Hand by Nick Cave.

South Australia's Tourism Minister Leon Bignell said the advertisement had led to a boost in visitor numbers in South Australia.

"The ad, since it went to air in June last year has seen a huge increase in the number of people coming interstate to South Australia, some specifically to the Barossa, others we know are getting out to a lot more regions as well," Mr Bignell said.

Mr Bignell said the advertisement had won a number of prizes already, including seven grand prix prizes and 10 trophies in 11 countries.

"This is the biggest tourism film award in the world so it's just terrific to have picked up this big gong," Mr Bignell said.

The Barossa advertisement is the second in a trilogy of advertisements by the South Australian Government promoting the state as a holiday destination.

The first advertisement promoted Kangaroo Island, and the final advertisement released this year promoted Adelaide.

"The Government was keen to come up with ads that would sort of break the mould and encourage people to think of South Australia in a different way," Mr Bignell said.

"The people in Vienna said the ad made them feel like they could just about smell and taste the Barossa, even from the other side of the world.

"And that was some of the feedback that we got from people in Sydney and Melbourne where we played this ad and people just booked their tickets, came to South Australia and went up to the Barossa to see it for themselves."

Article originally appeared on abc.net.au on 8/11/2014