Tourism South Australia

Our
State.

TV
Branding
Online media

Putting South Australian regions back on the map. And picking up a few (18) awards in the process.

 

The Challenge

Our challenge was to recalibrate people’s perceptions of what makes regions like the Barossa, Kangaroo Island or Adelaide worth visiting again. 

Competition was getting tougher, and the premiere nature of these regions was becoming harder to prove. 

Yet, people were constantly seeking work-life balance and were wanting to reconnect with the important things in their lives. Could this be the key to elevating some of the most iconic tourist destinations in South Australia?

Could they be the antidote? 

The Solution

Our goal was to identify groups, and to speak to these individuals. For those primed to stop, relax and to get back to whothey were, to get back in touch with simple pleasures in life, the answer: Kangaroo Island.

Under the campaign line of ‘Let Yourself Go,’ we invited people to immerse themselves in the stunning natural beauty of the island and set out on a journey of rediscovery. 

For those seeking a truly authentic and intimate food and wine experience, we asked them to ‘Be Consumed’ in the 

Barossa’s unique flavours, fine wines and the extraordinarily passionate people who strive to bring the region’s raw authenticity and produce to life.  

And for the travellers looking to swap big cities and hectic holidays for smaller, more intimate destinations, we introduced them to Adelaide, and asked them to ‘Breathe’ it in.

Unlike other capital cities, Adelaide’s diverse array of offerings give you a physical, emotional and spiritual space like nothing you’ve ever experienced.

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The Result

An increase in consideration was seen across all 3 campaigns that launched at various times. With many metrics to support the success, the most notable were a 32% increase in Top 10 consideration for Barossa, with tourism operators reporting a 61% increase in bookings year on year within 6 months. 

The Kangaroo Island and Adelaide campaigns saw similar increases in consideration and bookings. The KI campaign was so successful that the stage twoconversion campaign was deemed unnecessary.

Added to this, “Barossa. Be Consumed”. became one of the most-awarded tourism film pieces in advertising history.

In 2014, after winning an unprecedented seven Grand Prix and ten Trophies in 11 countries, it was awarded the title of Best Tourism Film in the World at the prestigious Festival of Festivals.

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Kwpx Kaurna yartangka yuwanthi. Kwpx stands on Kaurna land. We work across Kaurna land and Larrakia land in the Northern Territory. We take pride in everything we do and see reconciliation as important work for all Australians.

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Adelaide

Level 1, 251 Rundle Street
Adelaide SA 5000
08 8217 9100

Darwin

The Village Workplace
Level 1, 38 Parap Road
Parap NT 0820
08 8941 1799

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Adelaide
Level 1, 251 Rundle Street
Adelaide SA 5000
08 8217 9100
Darwin
The Village Workplace
Level 1, 38 Parap Road
Parap NT 0820
08 8941 1799
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