International Marketing Campaigns
The South Australian Tourism Commission undertakes marketing activity in key global markets including New Zealand, Malaysia, Singapore, India, China, Hong Kong, the UK, Central Europe, Italy, France and the Americas.
The overall objective is to position South Australia as a compelling part of an Australian holiday. This is achieved through direct to consumer promotion as well as travel trade marketing. Some recent activity is highlighted below.
For more information on our key target markets please see our international market profiles.
Sales visit to Caissa
China is a key market for South Australia and is currently the state’s third largest source market. Recent activity has included:
Consumer marketing – the SATC engaged high profile Chinese bloggers to post on social media (Weibo and WeChat), blogs and traveltip websites. The focus of the campaign was to highlight South Australia’s high-end food and wine itineraries, with a focus on self-drive touring routes. We engaged with a number of influential bloggers and celebrities who participated in famils to South Australia, and partnered with GZL, the largest retail travel agent in Southern China, and Singapore Airlines.
Trade marketing – the SATC led a group of six South Australian operators on an SA Sales Trip to China from 15 to 29 October. The group travelled to key cities in China and presented to more than 300 travel agents. The SATC also hosted a joint famil with Cathay Pacific for 13 ‘top seller’ Chinese agents, with ongoing training sessions and sales visits to South Australia.
In January 2015 the SATC ran a fully integrated, direct-to-consumer brand campaign, comprising print, billboard and online content marketing elements.
The campaign objective was to raise awareness of the South Australia brand, and to drive demand for South Australia and Adelaide as a likely holiday destination, given its proximity and ease of access from Kuala Lumpur. Adelaide was positioned as a vibrant city that offers great food, with easy access to nature and wildlife experiences in neighbouring regions.
The campaign was promoted strongly on social media channels, particularly through the use and shareability of an online video. The video was created specifically for the market, in 15s, 30s and 60s executions to flexibility across different digital channels.
A holiday in South Australia, through the eyes of travellers Mandy and Derek
The SATC partnered with one of the UK’s leading national media outlets The Telegraph, and high-end travel agent Trailfinders, to promote South Australia with UK television celebrity Kate Humble.
Kate created a series of videos of her time in South Australia, showcasing key experiences and regions of South Australia. The five videos also demonstrate ease of access from Adelaide as well as ease of travel and dispersal within the State.
The Telegraph ran a 16-page travel supplement in the travel section of the Saturday Telegraph in January 2015. They also created a destination hub on their website where themed editorial supported the video content for eight weeks, starting from the end of December 2014.
Our call-to-action partner Trailfinders amplified these efforts through their digital channels, with a dedicated page of offers and banner advertising on their website homepage. In addition, Trailfinders also undertook press advertising and promoted the campaign in-house in their 25 UK travel centres during January and April.
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Kate Humble's Walkabout - A State of Contrasts
British TV Presenter Kate Humble embarks on a South Australian journey highlighting the best must-do activities.