Tourism Minister Leon Bignell last week welcomed the news the Barossa. Be Consumed commercial won the Grand Prix award at the prestigious Cannes Corporate Media and TV Awards.

“The ad that has received such a great response from people around Australia is now being seen by millions of people around the world as it receives international recognition,” Mr Bignell said.

“Well done to the teams at the South Australian Tourism Commission and local advertising gurus kwp! Advertising.

“To have a South Australian company produce the best tourism advertisement in the world is a massive achievement.

“This proves to the world that not only do we live in a great state that is blessed with natural beauty and lands that produce the cleanest, greenest food and wine, we also have the people with the imagination and intellect to create world-beating productions.

“All South Australians should be extremely proud that once again we have come out in front on the international stage.”

A record 719 entries from 40 different countries entered this year’s Awards.

Directed by Jeff Darling, Barossa. Be Consumed uses rich imagery of the local produce and beautiful landscapes to target South Australian and interstate visitors.

Mr Bignell said the ad is also resonating back home with Barossa tourism operators reporting the best visitations in more than a decade.

“Just this week we heard the Barossa Visitor Information Centre in Tanunda experienced its busiest July and August sales period ever,” Mr Bignell said.

“Kim Mitchelmore of Bed and Breakfast Booking Service South Australia, which represents around 40 hotels, motels and Bed and Breakfasts, has also reported record forward bookings.

“On top of this, preliminary research by BDA Marketing and Planning shows 45 per cent of the target market they surveyed were more likely to consider visiting the Barossa after seeing the ad.

“The research also showed the number of people visiting the Barossa regional page on southaustralia.com has increased by 60 per cent compared to the same period last year.

“Visits to the Barossa.com website have also increased since June, with the ‘dining’ web page recording a 215 per cent increase in visits.”