Current Domestic Marketing Campaigns

The South Australian Tourism Commission is committed to achieving $8.0billion in visitor expenditure by 2020. The Marketing and Communications group is focused on communicating the best of South Australia. The brand values of all communication are based on promoting South Australia as self-expressive, unrestrained, authentic, generous and unexpected.

The South Australian Tourism Commission currently has three key campaigns in market, “Best Backyard” (intrastate) “Barossa Be Consumed” (domestic) and “Adelaide Breathe” (domestic).

Barossa Be Consumed campaign Barossa Be Consumed campaign

The SATC’s marketing approach is working, with clear growth in terms of market share, intention and consideration. The current campaigns leverage the success of the previous phases of “Barossa Be Consumed,” “Adelaide Breathe” and Best Backyard.

Barossa Be Consumed

Barossa Barossa Be Consumed campaign

The Barossa was identified as a key leverage point to support the South Australia brand as a tourism destination, allowing South Australia to capitalise on the growing culinary tourism trend. The “Barossa Be Consumed” campaign will build on perceptions of South Australia as a leading food and wine destination.

The key message of the campaign is "Flavours". This extends beyond the current knowledge of the Barossa as a wine region only and has a focus on the uniqueness of the Barossa soil. The soil that grows world-famous wines also produces world-class food, cultivated by passionate people.

The “Barossa Be Consumed” campaign was first launched in June 2013, and has since made a big impact in the domestic and international markets, winning the world’s best Tourism Film of 2014 in Vienna. This momentum will be maintained in phase two, by driving sales through our trade partners, whilst claiming the first place for the attribute of ‘good food and wine’. 2014-15 activity is focusing on Sydney, Melbourne and Brisbane and will finish in May 2015. Campaign activity consists of television, cinema, digital and an activation in Sydney.

Adelaide Breathe

Adelaide Breathe Campaign Adelaide Breathe campaign

The primary objective of the “Adelaide Breathe” campaign is to create awareness of Adelaide as a tourism destination and in particular, ‘greater’ Adelaide (including the nearby regions of Adelaide Hills, Barossa and the Fleurieu Peninsula). It is designed to increase positive perceptions of Adelaide, with food and wine and arts/festivals as a key strength.

The key message of the campaign is Adelaide is an intimate city where people can take the time to immerse themselves.

The 2014-15 campaign is focusing on Sydney, Melbourne and Brisbane and will finish in June 2015. Campaign activity consists of cinema, digital and print.

Best Backyard

Best Backyard Best Backyard campaign

Launched in October 2011, the Best Backyard campaign is designed to remind South Australians why they should take a holiday break within South Australia and encourage them to do so.

The 2014-15 campaign once again highlights the uniqueness of each region individually through region-specific television commercials on TV and cinema. This activity has been supported by digital, radio and outdoor activity.

Eyre Peninsula

Come face-to-face with the ocean's most feared predator or swim with tuna, the Eyre Peninsula surprises and delights. It's a little bit scary but a whole lot of fun.

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