08 May 2023

Frontier Touring Partnership Evaluation

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.