Marketing activity in recent years has focused on building the ‘layers’ of South Australia’s brand, through showcasing key regions  with bold, emotive campaigns for the interstate market. 

Interstate activity has also included strong co-operative marketing with travel partners to drive awareness and encourage consumers to purchase. 

This marketing approach is working, with clear growth in terms of market share, intention, consideration and conversion. Impactful marketing communication delivers real results for South Australia’s travel and tourism industry. Here are some of our successful previous campaigns:


Kangaroo Island. Let Yourself Go.

This campaign launched in February 2012 and aired until June 2013. Using the tagline ‘Let Yourself Go’, the campaign was designed to capture the unique sense of discovery and escape that Kangaroo Island offers.



Barossa. Be Consumed.

Launched in June 2013, and running until July 2016, the “Barossa. Be Consumed.” campaign promoted the Barossa, allowing South Australia to capitalise on the growing trend of culinary tourism and position ourselves as a leading food and wine destination.



Adelaide. Breathe.

Following the success of the Kangaroo Island and Barossa campaigns, “Adelaide. Breathe.” created awareness of Adelaide and in particular ‘greater’ Adelaide – encompassing the Adelaide Hills, Barossa and the Fleurieu Peninsula. The campaign launched in January 2014 and ran until July 2016.