South Australia campaign embarks on the trails less travelled
South Australia has launched a global advertising campaign off the back of new flight routes to Adelaide from Qatar and China Southern.
“The thing we’ve got to do is to convince people outside of our state how good South Australia is,” state tourism minister Leon Bignell said.
The campaign will target the domestic audience, in partnership with Flight Centre, as well as an international audience.
“We’ve done a lot of research over the past few years on what people interstate and overseas think of us,” Bignell said.
Over the past year there has been a 7.6 percent uplift in international visitors to the state, and the rise in spend was 38 percent.
“Tourism is the best industry we have in South Australia. It’s an industry that allows us to take money out of the pockets, handbags and wallets of people overseas and interstate.”
The state tourism minister said they want to attract high spenders seeking a premium experience.
The state government recently announced a 35 million dollar injection into tourism.
“We want to double down on an industry that does so much for our great state,” Bignell said.
The campaign is a series of ads targeting different demographics. Each location in the TVC is listed and the youtube video can be paused for details of the location and tourism operator.
“It is much more than a fantastic TVC with digital marketing and high reaching media. Ads are going to direct consumers to the website,” South Australia Tourism director of marketing Brent Hill said.
The digital campaign will be a combination of paid, social and organic media, Hill said.
Email the Travel Weekly team at traveldesk@travelweekly.com.au
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