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SA Great evolves into Brand SA manager

Jun 26, 2013

Advantage SA, formerly known as SA Great, is being re-named again and will take charge of South Australia’s new brand.

First set up in 1981 by the Tonkin Liberal Government in partnership with media organisations, Advantage SA will be renamed Brand South Australia from August 1 and be managed by a new body, bringing together the Economic Development Board (EDB), business and media leaders.

Premier Jay Weatherill said today more than 260 businesses and organisations have registered to use the State brand – with its image of a doorway into the State – with many showcasing it interstate and internationally.

“South Australia’s new brand has been well-received in the business community and we want to see it continue to grow,” Weatherill said in a statement this morning.

“We are going to expand Advantage SA into a new entity known as Brand South Australia to do that.

“This partnership will involve the State Government working with the Economic Development Board, and media partners.

“By bringing together the State’s pre-eminent promotional voice with government, business and media we will be able to strengthen our competitive advantage in key overseas and interstate markets.

“The brand will work best if it is taken up strongly by business, media and marketing organisations.

“That is why it is important that the body that manages it is made up of business, marketing and media leaders.”

The branding project will continue to be led by EDB member Darren Thomas, who will become the new entity’s Chairman.

“Brand South Australia builds on Advantage SA, with a new constitution, a new Board and the mission to build awareness of the State in audiences and markets across Australia and overseas,” Thomas said.

“The new organisation will be established with an inaugural Board comprising three members of the Economic Development Board together with one government representative, three media representatives from Advantage SA and other business leaders.”

Advantage SA Chairman Frank Filosi will become Deputy Chair of Brand South Australia.

The new structure will receive $1.5 million annual government support.

Current staff at Advantage SA will continue in their roles however the new Brand South Australia will also look to engage high level brand marketing expertise.

All existing programs run by Advantage SA will be reviewed in line with the new strategic objectives however most are expected to continue largely unchanged.

SA Great was set up by with a view, ultimately, of private industry running the campaign.

In 1994 Premier Dean Brown paid tribute to the contribution of private media organisations to marketing the State.

“Its funded largely by private industry. The broad marketing campaign that we as a State Government have undertaken is funded to the tune of about $4.5 million, from the private media in South Australia.

“That is absolutely unique. Never has there been such a combined contribution from the private media of South Australia towards promoting South Australia in such a positive way.”

In his maiden speech to parliament that same year, former Deputy Premier Kevin Foley took a swipe at the concept.

“The SA Great campaign is to me an example of a style that reinforces the very insecurity of which this State needs to break free.

“I cannot help but think that any State that has to continually remind itself that it is great suffers from a degree of insecurity. As a State we will become truly great when our trading partners in the global economy recognise us as great.

“Whilst there may have been a time when the SA Great campaign was needed, I think that its time has long gone.”

The campaign has evolved and remains a central part of the Weatherill strategy to promote South Australia.

 

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