East Coast targeted during Mad March

13 February 2016

Minister Leon Bignell
Minister for Tourism

A new interstate advertising campaign has been launched to attract even more visitors to
South Australia during Mad March.

Tourism Minister Leon Bignell said recent research showed South Australia was not renowned
for Mad March beyond our backyard.

“Even though Mad March is very well known in SA, interstate there was little awareness and
while thousands of regional, interstate and international visitors will converge on the CBD
during the next few weeks, there is the potential for many more,” Mr Bignell said.

“This new digital campaign – including the tag line Sleep when you get home – will focus on
targeting visitors in Sydney and Melbourne.

“We have the Adelaide Fringe (Feb 12 – March 14), Adelaide Festival of Arts (Feb 26 – March
14), Clipsal 500 Adelaide (March 3 – 6) and WOMADelaide (March 11 – 14).

“This is in addition to the Adelaide Cup, Socceroo’s 2018 FIFA World Cup Qualifier, Women’s
Australian Golf Open, Cellar Door Wine Festival and Adelaide Writers Week.

“Adelaide always has a full calendar of events but February and March are a particularly
exciting time with world-class music, comedy, arts and one of the most exciting sporting events
in Australia, the Clipsal 500 Adelaide,” Mr Bignell said.

“In this year’s State Budget, the State Government invested $35 million to ensure we get the
message out beyond our borders that South Australia is one of the best places in the world to
visit.”

Arts Minister Jack Snelling said there was no better place to be than Adelaide at this time of
the year.

“The atmosphere is phenomenal and we are on track for another record breaking year for the
Adelaide Fringe with ticket sales expected to hit the 600,000 mark,” Mr Snelling said.

“The Adelaide Festival of the Arts is also set for a massive season, both bringing millions of
dollars into our state,” he said.

“The Fringe parade signals the beginning of the Mad March festivities and will look magnificent
this year with the Fringe illuminations taking over our historic buildings along North Terrace.

Australian Hotels Association SA General Manager Ian Horne said the economic impact of the season flowed well into other areas of industry associated with tourism.

“Clearly the February and March season is peak time in terms of accommodation with events
like Clipsal 500 Adelaide and WOMADelaide driving capacity to almost full,” Mr Horne said.

“There are massive flow on effects for the food and beverage industry with cafes, bars and
restaurants all reaping the rewards of Mad March.

“Of course, all of this extra activity throughout the CBD relates to more jobs for South
Australians which is critical for the state’s economic growth.”

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