A powerful new campaign showcasing Adelaide and its surrounding regions will premiere on television interstate and in Adelaide today.
Featuring a new version of the INXS classic Never Tear Us Apart - performed by Aussie singer Emma Louise - the ad includes evocative visuals of Port Willunga beach, McLaren Vale, the Adelaide Hills and historic Port Adelaide warehouses as well as iconic elements of the city including Adelaide Oval, the Art Gallery, Rundle Street lantern, and Adelaide’s laneways.
Premier Jay Weatherill said the ad would spark debate and challenge people’s traditional perceptions of Adelaide.
“It will get people talking about and travelling to Adelaide to find out for themselves what it is that is changing here,” Mr Weatherill said.
“With Lonely Planet naming Adelaide as one of its top 10 cities to visit in 2014, this campaign is a great chance to capitalise on that publicity and give people even more reasons to come here.
“This city is changing so we want to celebrate that and entice more visitors to discover the new Adelaide.
“The commercial was produced by the same creative team – Jeff Darling and Kate Sawyer from Moth Projects - who produced last year’s award-winning Barossa.Be Consumed commercial, as well as the Kangaroo Island’s Let Yourself Go ad.
“Adelaide as a tourism region is the State’s largest contributor towards visitor expenditure and visitation, however, research conducted interstate has shown that outside of the world famous festival season and wine regions, many visitors don’t know what to expect from Adelaide.
“Research also shows people are shunning big cities and hectic holidays, and seeking smaller, more intimate destinations where they can take the time to immerse themselves.
“The campaign shows how Adelaide provides the perfect answer to this - it offers a diverse array of experiences that are more accessible than other capital cities, while capturing the energy and quirky spirit of our State.
The first phase of the campaign will focus on Sydney with some activity in Adelaide and South Australia, expanding later to Melbourne and Brisbane.
Tourism Minister Leon Bignell said the campaign will also have an online focus, including through the Sydney Morning Herald, Ten Play Catch Up TV, You Tube, Facebook, Twitter and the southaustralia.com website.
“We will also see a wrap-around featuring Adelaide content in Tuesday’s Sydney Morning Herald Good Food section,” he said.
“This is a great week to launch the Adelaide campaign as many of the key network programmes are back on television after the summer break and we expect millions of viewers will see this ad.
“A local advocacy strategy has also been launched in Adelaide through South Australian media partners.”
Following the release of the Barossa ad in June last year, sales income for the Barossa Visitor Information Centre, including accommodation and tours, grew by between 27 and 160 per cent from June to November. General enquires to the centre also increased by between 18 and 29 per cent across the same timeframe.
“Their previous work has generated a huge amount of exposure and accolades nationally, from both tourism and advertising media,” Mr Bignell said.
“Last October their Barossa commercial won the award for best ad in the world at the Cannes Corporate Media and Television Awards, ahead of 718 other entries from 40 countries.
“It also translated into increased visitation with the Barossa Visitor Information Centre experiencing its busiest ever months in July and August for sales and general enquiries.
“The new Greater Adelaide TV commercial will challenge the way people think about Adelaide by painting a portrait of an eclectic city that can intrigue and surprise.”
The advertising campaign will cost $4-6 million during the next 12-24 months. Visit https://www.youtube.com/watch?v=VBn47_hmOMg to view the ad.