The relaxed environment of the Riverland will be showcased in a new commercial to be released in cinemas next week and aired on televisions across the state in the coming weeks.
The Riverland ad, which will premiere in cinemas on Thursday 16 January 2014, is part of the State Government’s Best Backyard intrastate marketing campaign, encouraging South Australians to holiday closer to home.
Tourism Minister Leon Bignell said the new commercial titled ‘Rivertime in the Riverland’ showed the region’s relaxed way of life.
“The new ad showcases the relaxing experiences set around the Riverland, through the eyes of a husband and wife, who get away to the region for a few days and discover an incredible place where time seems to slow down,” Mr Bignell said.
“The Riverland has so much to offer as a tourism destination from its magnificent food and wine, to relaxing aboard a houseboat, trekking through national parks, and watching the paddleboats go by from the riverside.”
Set to the song Pipstop by local Adelaide band Alphabette, the ad opens to a shot of a docked houseboat with a sign saying ‘Departure Time – Whenever you’re ready’. The ad then moves to a close-up of a man cooking breakfast for his wife, with a time-lapse of a houseboat floating past.
The Riverland experience continues as the husband and wife visit a café with ‘Tea Time - All the time’; a roadside citrus fruit stall with ‘Business Hours - Are not for us’; Banrock Station restaurant’s ‘Time To Eat - When you’re hungry’; and Wilkadene Woolshed-Brewery asking ‘Thirsty? – It’s beer o’clock’, all with the stunning landscape of the Riverland as the backdrop.
The ad closes with the tag-line ‘Spend some time, where time doesn’t matter, in the Riverland’.
Statistics released by the Federal Government late last year showed 295,000 overnight trips were made to the region, 777,000 nights were spent in the region and 445,000 day trips were made to the region.
Mr Bignell said the campaign aimed to promote the region as a diverse and relaxing tourism destination for South Australians.
“This campaign will be used to remind South Australian’s that the Riverland has outstanding experiences on and off the water all year round.”
The ad can be previewed here on South Australia’s YouTube channel.