Best Backyard campaign to strengthen regional tourism

13 October 2012

The latest phase of the South Australian Tourism Commission’s (SATC) popular Best Backyard campaign will be launched today, 13 October, with a renewed focus on why South Australians should holiday at home.

For the first time the SATC is marketing each of the individual regions within one campaign, highlighting to South Australians what is truly special about each destination, including the unique experiences on offer.

The first advertisement will run in today’s edition of SA Weekend in The Advertiser.

The new campaign builds upon the highly successful first phase of Best Backyard, launched last year, which at the height of the campaign resulted in a 25 per cent point increase in South Australians recommending a holiday in SA to interstate friends and relatives, and has driven a significant increase in state pride.

Tourism Minister, Gail Gago, said the SATC has worked very closely with the 11 regions to help them develop individual brand identities and tourism assets.

“We’re really excited about phase two of the Best Backyard campaign which will feature all 11 regions and outline what is truly unique and special about each part of our state,” Ms Gago said.

“Research has shown the importance of marketing our individual regions and inspiring South Australians to re-engage with the beautiful state around them.

“This is definitely not your average tourism campaign. We’ve thought about the real essence of each place; for example, the sense of perspective gained from a trip to the Flinders Ranges and the fun of a great South Aussie road trip to the Limestone Coast.

“The next phase of Best Backyard has been designed to make South Australians proud of the incredible experiences we have right here on our doorstep.”

The new campaign supports the regional Destination Action Plans which were launched earlier this year and are designed to boost visitation to each of our regions.

Best Backyard phase two begins today, 13 October, and will run until June 2013.

The campaign follows on from the extremely successful first stage of the campaign and at a time when South Australia’s domestic visitation continues to grow.

Media contact:
Public Relations Unit
Telephone +61 8 8463 4500
or email PRPublications@tourism.sa.com

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