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South Australian Band to Feature in Tourism Campaign

South Australian Band to Feature in International Tourism Campaign

One of South Australia's most prominent bands will feature in the latest advertisement from the South Australian Tourism Commission's campaign set to target New Zealand audiences.

The new television commercial will air from today, showcasing key South Australian experiences that will appeal to NZ visitors.

Adelaide four-piece Lowrider features throughout the ad, with their energetic single "Golden Sun" inviting people to "take a trip" through the state's Outback, white sandy beaches and many wine regions.

Singer Joe Braithwaite yesterday said Golden Sun was a fitting song to feature on the advertisement as it was written about escaping the daily grind to embark on an adventure in the Australian summer.

"Golden Sun was written during the height of summer when all I could think of was hitting the road and having a Thelma and Louise style adventure," Mr Braithwaite said.

"We are so lucky in South Australia to be able to escape from the drudgery of everyday life by just driving even 20 minutes down the road to a beautiful beach or a wine region.

"To me, Golden Sun encapsulates how breathtakingly beautiful every corner of our state is." South Australian Tourism Commission chief executive Rodney Harrex said he was delighted to have Lowrider feature on the advertisement.

“The South Australian Tourism Commission is delighted to be supporting Lowrider as one of the State’s best local artists, and we are confident that the music will help keep the commercial and South Australia in the heads of our NZ consumers.” Mr Harrex said.

Mr Braithwaite said it was an honour for Lowrider to feature in the international tourism campaign, following on from major international star Nick Cave. "It is a real tribute to the Tourism Commission that they can recognise the strength of our local artists," Mr Braithwaite said.

25th March 2014 "We have amazing local talent in South Australia and we should be showcasing it to the rest of the world."

Lowrider has released three critically acclaimed albums, been nominated for an ARIA award and toured with international acts including Alicia Keys, Christina Aguilera and John Legend. Their current album, Black Stones, was recorded in Adelaide and Red Bull's studios in LA.

The commercial can be viewed on the South Australian Tourism commissions YouTube page.


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