New domestic campaign | regional event boost | VALO Adelaide 500 launch & more

As tourism continues to recover and more Australians book their next trip, the South Australian Tourism Commission is making sure South Australia is top of mind. The next phase of our domestic advertising campaign will go live later this month.

The ‘A little more’ campaign positions South Australia as the perfect place for those seeking something more than the typical holiday offers. It invites audiences to go beyond the expected – our state is the perfect place for those who want ‘a little more’.

The next phase targets the key markets of Sydney, Melbourne and Brisbane and will run across television, outdoor and digital, until the end of the year.

We’re also continuing our ‘always-on’ digital marketing activity to drive visits to our southaustralia.com website and generate leads to South Australian tourism operators and industry partners.

Last financial year, this activity resulted in 11 million visits to southaustralia.com and 1.8 million leads to South Australian tourism businesses and industry partners – a great outcome that is reflected in record occupancy across regional SA and our CBD during a period of unprecedented challenges across the sector.

Supporting this campaign activity is a significant cooperative marketing program with our key partners to ensure domestic consumers can book a holiday to SA on any platform, at any time.

Since the opening of the international borders, we’re also continuing to scale up our marketing and PR activity in our important international markets – including New Zealand, Singapore, United Kingdom, Europe, and North America.

In event news this week, we announced the successful recipients of our 2022/23 Regional Event Fund which is boosting events across the state, and had Adelaide confirmed to host the iconic Laser Class Sailing World Championships in 2024.

We also celebrated a major event with the VALO Adelaide 500 officially launched this week, revealing the impressive line-up, ticket details and naming rights sponsor.

Tonight, the second regional installation of Illuminate Adelaide lights up in the Limestone Coast for Digital Garden.

Mount Gambier’s Cave Garden/Thugi will again be transformed by immersive experiences, and returns to the region after its inaugural year when more than 10,000 visitors flocked to the Limestone Coast city across four weeks.

Read on for details and other updates.

Stephanie Rozokos

Interim Chief Executive

See the Industry Update - 5 August 2022