Previous Domestic Marketing Campaigns
The South Australian Tourism Commission (SATC) is committed to achieving $8.0billion of visitor expenditure potential by 2020. The Marketing and Communications group is focused on the vision of “communicating a more appealing South Australia of today” within South Australia and interstate.
Barossa Be Consumed campaign
The South Australian Tourism Commission’s marketing approach is working, with a clear growth in terms of market share, intention and consideration. Impactful communication delivers real results for South Australia's travel and tourism industry.
Kangaroo Island - Let Yourself Go
Let Yourself Go Campaign
The Kangaroo Island
“Let Yourself Go” campaign was launched in February 2012 with various activity running until February 2014.
The focus of the campaign was around the notion of transformation. It was based on the insight that everyone needed to depart once in a while from the hustle and bustle of everyday life. Using the tagline “Let Yourself Go,” the campaign was designed to capture the unique sense of discovery and escape the island offers.
The “Let Yourself Go” campaign showcased Kangaroo Island as one of the many South Australian ‘layers’ to assist with increased consideration for visitation to the state generally. Key target markets were Melbourne and Sydney, with the secondary markets being Northern Rivers (northern NSW/SE Queensland) and Perth.
Barossa Be Consumed
Barossa Be Consumed campaign
The Barossa was identified as a key leveraging point to support the South Australia brand as a tourism destination on a domestic level. Just as Kangaroo Island lifted perceptions across a number of attributes for SA (i.e. wilderness, world class natural setting and coastal beach experience), promotion of the Barossa allows South Australia to capitalise on the growing culinary tourism trend, and to position South Australia as a leading food and wine destination.
The key message of the campaign was ‘Flavours.’ This extends beyond the current knowledge of the Barossa as a wine region only and has a focus on the uniqueness of the Barossa soil. The soil that grows world-famous wines also produces world-class food, cultivated by passionate people.
The campaign launched in June 2013 in Sydney, Melbourne, Queensland and Adelaide and the first phase ran until the end of May 2014. Campaign activity included television, online, cinema, outdoor and activations (in Sydney).
Adelaide Breathe campaign
Following the success of Kangaroo Island and Barossa campaigns, the next major domestic campaign to build the brand ‘layers’ of South Australia featured Adelaide, which as a tourism ‘region’ is the largest contributor towards visitor expenditure and visitation. With momentum gathered from the completion of the new Adelaide Oval, completion of new areas of the Adelaide Convention Centre, a resurgent Riverbank precinct and a vibrant new laneway culture, an opportunity existed to launch the campaign in the lead up to Adelaide’s festival season.
The primary objective of the campaign was to create awareness of Adelaide and in particular, ‘greater’ Adelaide – encompassing regions including the Adelaide Hills, Barossa and the Fleurieu Peninsula. It was also designed to facilitate positive and appealing associations about Adelaide, with food and wine as a key strength.
The campaign launched in January 2014 in Sydney and Adelaide and the first phase ran until the end of March 2014. Campaign activity included television, cinema, digital, radio and press.
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Best Backyard campaign
Launched in October 2011, the Best Backyard campaign is designed to remind South Australians why they should take a holiday break within South Australia and encourage them to do so.
The 2014-15 campaign once again highlights the uniqueness of each region individually through region-specific television commercials on TV and cinema. This activity has been supported by digital, radio and outdoor activity.