The campaign – dubbed SA Rewards Wonder – features an array of local talent including sports stars Eddie Betts, Gavin Wanganeen and Kyle Chalmers, musicians Rachel Leahcar and the Germein Sisters, chefs Maggie Beer and Duncan Welgemoed, and Ngarrindjeri elder Major ‘Moogy’ Sumner.
It includes a five-day “live stream activation” in Rundle Mall using 120-hours of continual footage of South Australia featuring Adelaide Oval, Port Lincoln, the River Murray and Pondalowie Bay.
A 60-second television commercial, to be first broadcast during the AFL grand final on Saturday, will also be rolled out over the coming months. A teaser trailer (below) was released today.
Announcing the campaign at a press conference this morning, Tourism Minister David Ridgway said the footage took viewers on an “immersive, in-depth journey” across South Australia.
“It’s a fabulous campaign that showcases South Australia and includes some really great assets that we have, such as the natural beauty, some of the local talent… some of our fabulous sporting stars and of course some of our great chefs,” he said.
“We’ve picked a real hotspot to screen it – it will ask a lot of questions (and) it will promote a lot of people talking about South Australia and bring more tourists to South Australia.”
SA Tourism Commission chief executive Rodney Harrex said the campaign, which features 65 tourism operators, and 10 regions, was designed to target both inter- and intra-state visitors.
“It’s a really strong campaign that challenges the consumer to look at South Australia and the experiences that we have and the diversity that we have,” he said.
“It’s designed to say to people, look we’ve traditionally gone here for a holiday, what about here? Let’s look at different areas around our state.
“Then let’s look at interstate markets… they bring new money and that promotes further employment.”
The new campaign was created in partnership with Melbourne-based advertising agency TBWA, with production managed by local company KOJO.
SATC’s decision to award TBWA the advertising contract in April prompted criticism from both Ridgway and Premier Steven Marshall, who at the time questioned the choice of an interstate agency.
But Ridgway today deflected questions alluding to his previous dissatisfaction with the choice of TBWA, saying the end result from the SATC partnership would be “very encouraging” for South Australia.
“They’ve done great work, it’s fabulous,” he said.
The visitor economy to South Australia is worth $6.7 billion and employs 36,000 people.
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