Frontier Touring Partnership Evaluation
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South Australian Tourism Minister Zoe Bettison has today released the review into the South Australian Tourism Commission’s partnership with Frontier Touring.
The review found the partnership, which included a promotional event with Sam Smith at The Cube on 11 January, 2023, resulted in publicity that generated an estimated Advertising Value Equivalent (AVE) of more than $32 million directly for the state.
The social media coverage generated through influencer and celebrity engagement achieved a social media audience reach of more than 4.8 million people.
Additionally, the SATC generated 18,000 new subscribers to their database and achieved more than 23,000 competition entries on southaustralia.com and @southaustralia.
A review of the activity identified opportunities for continual improvement in the design and delivery of out of the box activations. While it found there is a need for a greater level of transparency on the selection and use of social media influencers, and highlighted the importance of broader consideration to elements of PR brand partnerships around exclusivity; overall, the opportunities to engage in similar strategic promotional activities should continue to be pursued.
Review outcomes:
- Update SATC’s social media influencer selection model.
- Implement a social media monitoring platform to help support and provide definitive outcomes when working with influencers.
- Implement a new contractual influencer agreement for all SATC influencer activity.
A copy of the report can be found here.