$6 million SA tourism campaign unveils commercial featuring Nick Cave promoting Barossa Valley

WATCH IT HERE: Local producers and a soundtrack by Australian musician Nick Cave feature in a spectacular new TV commercial promoting the Barossa Valley.

NATURAL elements, local producers and a soundtrack by Australian musician Nick Cave feature in a new television commercial promoting the Barossa Valley as Australia's premier food and wine destination.

The commercial, launched today as part of a $6 million campaign to promote SA tourism, uses the tagline "Barossa. Be consumed".

It will appear on major television networks around Australia from June 2 and later in a digital and print media campaign targeting South Australian and interstate visitors.

The number of South Australians visiting the Barossa fell 44 per cent in the decade to last year while the number of interstate people considering visiting the region dropped by 45 per cent.

Tourism Minister Leon Bignell said the new commercial would be part of a strategy to promote the whole state as a food and wine destination.

"This will be the hook to get people to come to South Australia and visit other parts of the state," he said.

"The ad will make people sit up and take notice and has a focus on the elements: soil, fire, water and the vast South Australian sky.

"Importantly, it also features Barossa locals with generations of history in the region, which gives it a very natural and authentic feel."

Tourism Barossa chairman Chris Pfeiffer said the advertisement drew attention to the food produced in a region best known for its wine.

"The Barossa is known across the world for its iconic wines but now there are many great food producers and highly acclaimed restaurants to match," he said.

The latest commercial follows the Kangaroo Island "Let Yourself Go" campaign, which was launched in April last year. It has generated a 13 per cent increase in accommodation bookings on the island.

The emotive Kangaroo Island commercial has been hailed by tourism and advertising commentators as a perfect example of how South Australia should market itself.

Both commercials were directed by Australian filmmaker Jeff Darling.

On his website, Mr Darling posted in December: "Shooting another piece for South Australian tourism. Great people and a great place to photograph."