The ‘Travel Our Way’ campaign created by Kent Town creative communications agency Fuller will hit screens this weekend during the AFL Grand Final broadcast encouraging interstate travellers to visit South Australia.

Featuring experiences like Port Lincoln shark cage diving and heli-camping at Rawnelsey Park Station, alongside locations like the Prairie Hotel in the Flinders Ranges and the d’Arenberg Cube in McLaren Vale, the advertisement aims to showcase the diversity of SA.

The Malinauskas Government says the campaign cost $8.35 million and will be shown across TV, outdoor, cinema, digital and social media.

[solstice_jwplayer mediaid=”Laaixw3Y” title=”Travel Our Way via South Australian Tourism Commission” /]

It comes after Tourism Research Australia released new data revealing nearly $10 billion was spent by tourists in SA in the year ending June 2023, up from $6.1 billion the year prior. This includes $1 billion of international expenditure; just shy of the $1.2 billion achieved pre-pandemic.

Tourism Minister Zoe Bettison said the $9.9 billion figure was an all-time-high level of expenditure and came off the back of new major events like AFL Gather Round and LIV Golf Adelaide.

“There is huge competition across the states and territories to get a bigger slice of the tourism pie,” she said.

“We are focused on growing tourism and making sure South Australia is front and centre for Australians considering a holiday.

“Travel Our Way will capitalise on the positive energy and great momentum we’ve seen in South Australia over the past 18 months and the increased attention we’ve got from interstate thanks to our hugely popular new major events.”

South Australian Tourism Commission CEO Emma Terry said the new campaign was a “strong call-to-action to visitors across the nation”.

“Over the past nine months, I’ve been out across the state meeting with operators and seeing firsthand what they have to offer,” she said.

“Our objective for this campaign was to capture some of these world-class offerings and the feeling you get from holidaying in South Australia; whether you are soaking up the atmosphere at an event or festival, discovering wildlife in their natural habitat, enjoying incredible food, or just relaxing with family and friends.

“Australians are spoilt for choice when it comes to potential destinations to visit; this campaign is designed to cut through and inspire them to Travel Our Way.”

Fuller Brand Communication’s Will Fuller said the creative agency was excited to work with SATC on the campaign and “wanted it to feel authentic, honest and unashamedly ‘Our Way’”.

“We are a destination that has always offered experiences that are real, raw and rugged. But the success of recent major events has also given our people a newfound confidence and an energy that we wanted to capture and share with the rest of the world,” Fuller said.