Holiday Affairs

Overview

Holiday Affairs targets the high-yield interstate market, and offers holiday packages based around some of South Australia's best holiday experiences.

These offers are backed by a $2.1 million, targeted marketing push, which includes print and television advertising in our major interstate markets.

The Holiday Affairs campaign runs 24 April to 30 June 2008.

Why Holiday Affairs?

• To get the most “bang from our buck” the SATC has tracked down our most lucrative target audience: Experience Seekers.
  
• They are defined as those people who
  
• Are considering a South Australian holiday within the next two years
  
• And spent more than $200 per night or $1000-2000 in total on their last holiday.
  
• Holiday Affairs targets interstate Experience Seekers living in Sydney, Melbourne and Brisbane.
  
• The campaign has been developed to offer some of the best of South Australia, focusing on those products and experiences that will appeal to our target audience.

What is Holiday Affairs?

• Holiday Affairs offers two South Australian holiday product packages called “Island Affair” and “Gourmet Affair”.
  
• “Island Affair”: a two-day tour of Kangaroo Island or a luxury Kangaroo Island package with accommodation at Southern Ocean Lodge.
  
• “Gourmet Affair”: Adelaide accommodation, day touring or self-drive options to the Barossa and McLaren Vale, a luxury food and wine self-drive experience featuring Adelaide and Barossa product or a combination of the best of South Australia, including Adelaide, the Barossa and Kangaroo Island.
  
• Major television marketing, including advertising on Foxtel and SBS, and a partnership with Channel 7's Sunrise, has been targeted to reach our audiences in Sydney, Melbourne and Brisbane.
  
• This will be backed by newspaper-inserted magazines in the three markets, and direct mail to more than 100,000 householders.
  
• A campaign website (holidayaffairs.com.au) will act as a call to action, a search facility and an advertising site, as well as linking through for direct online bookings.

What will Holiday Affairs achieve?

The campaign objectives are:

• Increase demand for South Australia
  
• Increase incremental bookings for Adelaide and South Australia during April-June 2008
  
• Encourage longer stays based on appealing holiday experiences. A post campaign survey will be conducted to ascertain its success.

TV Commercials

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