The colour and character of the Flinders Ranges will come to life in a new commercial encouraging South Australians to holiday in their own backyard.
The Flinders Ranges and Outback ad, which will premiere in cinemas on Thursday 19 December, is part of the State Government’s Best Backyard intrastate marketing campaign.
The launch of the ad comes on the back of another huge coup for the far north region, with the Flinders Ranges National Park being named as one of the country’s best wilderness travel destinations in Lonely Planet’s new Australia guide.
Minister for Tourism Leon Bignell said the new commercial, titled Wake Up, featured the region’s striking rock formations, starry night skies and vast open landscapes.
“The ad showcases the beauty of the ancient Flinders Ranges through the eyes of a 10-year old boy whose world is opened up by a family holiday in the region,” Mr Bignell said.
“The Flinders Ranges is the second most visited region by interstate visitors, and this new campaign will raise its profile as a holiday destination for South Australians.
“There is so much to do in the Flinders Ranges and Outback, from flying over the iconic Wilpena Pound and opal mining in Coober Pedy, to taking a trip on the historic Pichi Richi Railway and hiking along the Heysen Trail.
“It is this diversity that has seen the region recognised by Lonely Planet, one of the world’s top guidebook publishers.”
Federal Government figures released this week show 478,000 overnight trips were made to the Flinders Ranges and Outback in the year to September 2013, with a further 1.8 million nights and 557,000 day trips spent in the region.
New ads showcasing the Murray, Lakes and Coorong, and the Riverland will be released in the coming weeks.
The campaign will also continue to focus on areas that have already been promoted via TV, radio and print including the Limestone Coast, the Adelaide Hills, Barossa, Eyre Peninsula, Yorke Peninsula and Kangaroo Island.
Mr Bignell said as well as promoting the region as a diverse and adventurous holiday destination, the State Government was investing in upgrade works for local accommodation to make the region even more attractive for visitors.
Rawnsley Park Station, a popular Outback resort that attracts 25,000 visitors each year, has received $40,000 towards its $400,000 upgrade, as part of the Tourism Development Support Program.
Works will be completed in two stages, from February 2014 to March 2015, and will include bathroom and kitchen upgrades, interior building work, decking and solar power installation.
“Projects such as this one will help increase the amount of high-quality accommodation in the region, ensuring the Flinders Ranges continues to be a popular holiday destination into the future,” Mr Bignell said.
In June, the State and Federal Governments announced a $1.4 million luxury safari tent camp would be built in the Flinders Ranges, as part of the Wilpena Pound Resort.
The camp features 15 safari tents with en-suites and king size beds, a dining area, bar and fire pit, and is targeted to holidaymakers seeking active, nature-based getaways with style.