South Australia will return to New Zealand television screens for the first time in three years, in a new marketing campaign by The South Australian Tourism Commission (SATC) encouraging New Zealanders to visit South Australia.
The new television commercials, on air from today, showcase key South Australian experiences that appeal to NZ visitors and features local band, Lowrider.
SATC Chief Executive Rodney Harrex said NZ was South Australia’s second biggest international market with 39,000 visitors for the year ending September 2013 and we are very committed to growing this market.
“With the recent addition of direct flights between Auckland and Adelaide on Jetstar in addition to the existing Air New Zealand service, Adelaide is now a more accessible and affordable destination for a variety of holiday makers,” Mr Harrex said.
“NZ visitors are particularly attracted to houseboating on the Murray River, the Flinders Ranges, historic architecture and the burgeoning small bar scene. Adelaide offers an eclectic array of experiences that caters to a broad range of visitors,” Mr Harrex said.
The new campaign features three television commercials; a 60 second feature ad and two 30 second commercials aimed at the experience seekers market.
The SATC chose to use the soundtrack ‘Golden Sun’ by local Adelaide band Lowrider for its appropriate lyrics, which talk about going on a journey, but also to showcase the talent of this South Australian band.
“Lowrider is great local talent and their song Golden Sun’s lyrics are most appropriate. The lyrics paired with the striking visuals of the ad make it an emotive and compelling commercial,” Mr Harrex said.
Supported by digital advertising on a number of key NZ websites, the commercials will screen from today on national NZ television through to May this year.
The commercials were produced by local agency kwp! Adelaide and can also be viewed on the South Australian Tourism Commission’s YouTube page.