Enchanted Adelaide Hills focus of new campaign

29 November 2012

People will be invited to explore the charm and romance of the Adelaide Hills in a new marketing campaign starting today.

The campaign, which hinges on imagination, romance and escape, is part of the South Australian Tourism Commission’s (SATC) Best Backyard marketing campaign, which aims to encourage South Australians to travel within the state.

Minister for Tourism Gail Gago said the creative campaign truly illustrates the magic that can be found in the Adelaide Hills.

“Driving through the Heysen tunnels is like entering another world, even though it’s just 20 minutes from the heart of Adelaide CBD,” Minister Gago said.

“The Adelaide Hills is packed with plenty of truly South Australian experiences, all just a short drive away from each other. You can arrive in a place where you can pick your own strawberries, lunch for hours in a vineyard, get up close and personal to our beautiful wildlife or meander along beautiful trails.”

The creative and captivating campaign will be first seen in The Adelaide* Magazine today and then also in The Adelaide Hills Magazine and SA Life until the end of June 2013.

Within the Adelaide Hills component of the Best Backyard campaign, there will be three themes including ‘enter the land of long lunches,’ ‘enter a land of curious creatures’ and ‘enter a land of plentiful pickings’.

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

The new campaign supports the Adelaide Hills regional Destination Action Plan launched earlier this year which outlined 22 key actions and was designed to boost visitation to the region.

“I encourage people to get away to the Adelaide Hills for a short break or even a day. With its proximity to the city, you can explore another world and be back in time for dinner,” Minister Gago said.

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