A campaign was launched in early 2021 in response to South Australia’s wine industry enduring an incredibly challenging period, hit hard by the double blow of bushfires and COVID-19, as well as the associated effects on trade. 

Consumer research shows that South Australia is the top associated state for credible wineries and wine regions in the nation, which presented an opportunity to cement South Australia’s position as the wine destination of Australia and make 2021 the ‘Year of South Australian Wine’.

In early January 2021, the South Australian Tourism Commission, together with the Department of Primary Industries and Regions (PIRSA), launched a 12-month national campaign with the aim to maximise awareness of South Australia’s wine regions and tourism experiences, and drive visitation and expenditure.

Activity launched with a 30-second teaser video (below) that celebrated our state's wine industry and events and initiated the 2021 Year of South Australian Wine messaging. Further activity was rolled-out throughout the year, showcasing a host of cellar doors and wine events.

The primary objective for this activity was to drive visitation to regions and support wine producers during a particularly difficult time for this sector.

To achieve this, the focus was on promoting wine events and experiences, creating a diary of must-see events and things-to-do across South Australia. A dedicated media buy, including print and digital advertising, helped drive promotion.

The SATC invited South Australians and Australians to rally behind our state's wine industry – recognised alongside Bordeaux and Napa Valley as one of the Great Wine Capitals of the world – and get out and experience what makes this sector world-class. 

To help deliver the campaign, we worked closely with industry – from wineries and cellar door operators, to regional tourism representatives and wine industry bodies.