Barossa campaign lifts tourism

16 October 2013

The Barossa is enjoying a boost in tourism following the launch of a national campaign showcasing the region and promoting South Australian food and wine.

Tourism Minister, Leon Bignell, told State Parliament today new preliminary research shows a significant surge in visitors over the past four months.

“Attention grabbing images of the Barossa, of local food, produce and the soil where they are grown has driven a renewed interest in the region,” Mr Bignell said.

“The Barossa Visitor Information Centre in Tanunda has experienced its busiest July and August period ever.

“The number of people visiting the Barossa regional page on the State tourism website
southaustralia.com has increased by 60 percent compared with the same period last year, indicating that the campaign is having a real impact.”

Visits to the Barossa.com website have also increased since June, with the ‘dining’ web page recording a 215 percent increase in visits.

The ‘Barossa. Be Consumed’ video, directed by Jeff Darling, uses rich imagery of the local produce and beautiful landscapes to target South Australian and interstate visitors.

While the Barossa has long been associated with world-class wines, showcasing the quality of the region’s produce was a primary focus of this campaign.

“After watching the video almost half of the viewers surveyed said they were more likely to visit the Barossa, which is a fantastic indication of its success,” Mr Bignell said.

“Our national ‘Let Yourself Go’ campaign attracted a 13 percent increase in overnight stays on Kangaroo Island and we think the Barossa campaign will reap similar results for local tourism.

“And, as with the KI advertisement, we know that people who are drawn to South Australia by the Barossa ad will also visit other regions such as McLaren Vale and the Adelaide Hills.”

Chair of Tourism Barossa, Chris Pfeiffer says there is a real buzz among local businesses.

“Many operators are taking out membership in Tourism Barossa to capitalise on the opportunities being provided on a local level and we’re regularly hearing that both accommodation providers and cellar doors are experiencing a welcomed increase in the number of visitors.”

Visit YouTube to watch the ‘Barossa. Be Consumed’ commercial.

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