Putting South Australian regions back on the map. And picking up a few (18) awards in the process.
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?
Our goal was to identify groups, and to speak to these individuals. For those primed to stop, relax and to get back to who they 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.
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 two conversion 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.