28 Sep 2023

We’re calling visitors to Travel. Our Way.

An exciting day as we launch our new domestic marketing campaign, which will showcase iconic images of the state across the nation.

The $8.35 million domestic campaign calls on visitors to ‘Travel Our Way’ – to both come to South Australia and to experience a uniquely South Australian holiday.

The TV commercial (TVC) will hit television screens for the first time this weekend, when it airs during the broadcast of the AFL Grand Final, targeting our state’s biggest interstate market. It will run across TV, outdoor and cinema, as well as digital and social media.

Some of our most unique tourism offerings are featured, including shark cage diving in Port Lincoln, the iconic Prairie Hotel in the Flinders Ranges & Outback, the vast coastlines of Yorke Peninsula, an iconic AFL Gather Round scene at Adelaide Oval, and more.

The campaign aims to drive domestic visitation and expenditure, with a focus on the three biggest markets – Victoria, New South Wales and South Australia – worth a combined more than $7.9 billion to the state.

Created by SA’s own Fuller Brand Communications and directed by well-known actor and film director Mark Webber, the captivating vision is backed by worldwide hit ‘Are you gonna go my way’ by Lenny Kravitz.

It was terrific to preview the campaign with some of our stakeholders last night at Adelaide Oval, prior to the official launch this morning by our Minister.

An industry toolkit is available for operators to leverage the new campaign, including how to create assets specific to your business that align with the campaign messaging and branding.

It was World Tourism Day yesterday, and we had plenty to celebrate as new data released shows our visitor economy has hit an all-time high of $9.9 billion. This achievement is only possible thanks to your dedication and commitment to delivering world-class experiences to make our state a must-visit destination.  

Emma Terry

Chief Executive Officer
South Australian Tourism Commission

Read Industry Update - 28 September 2023