A new campaign to drive visitation & expenditure into Adelaide CBD

The Adelaide CBD is a crucial component of South Australia's visitor economy. There is no doubt that extended interstate lockdowns, border closures and travel restrictions, as well as the downturn in corporate travel, have hit businesses across the CBD.

From hotels and serviced apartments, to restaurants, bars, cafes and retail – South Australians are being invited to get behind the many businesses which help make Adelaide the most liveable city in Australia.

Whether it’s date night, mate’s night, a lazy morning or a family weekend, your city needs you to #GoToTown.

As part of #GoToTown, the new FOMO Fridays initiative – a partnership with the SATC, City of Adelaide, Adelaide Economic Development Agency, and the Property Council SA – will offer free activities, and street and laneway activations to entice city workers back into the CBD. 

For consumers looking at what's on offer, go to southaustralia.com/gototown.


South Australians have rallied together to ‘Book Them Out’, they’ve jumped at ‘Welcome Back’ to flock to the regions.

Now SA, your city needs you. It’s time for South Australians to #GoToTown.




Access the campaign assets for your marketing and owned channels from the Go To Town and FOMO Fridays assets hub here.

Window decals have been distributed to ATDW listed hospitality and tourism operators within the CBD to display in the window or premises of their business. Operators without an ATDW listing can pick-up a decal from City of Adelaide Customer Centre concierge desk at 25 Pirie Street, Adelaide.

A full wrap of the The Advertiser launched the campaign on Friday 3 September.

Apply #GoToTown campaign messaging across your communication channels, including reasons to encourage consumers into the city that embody vibrant Adelaide and your product offering:



Your city needs you.



#GoToTown with these great offers.


#GoToTown with these Date Night offers.
Book your Date Night offer now!



#GoToTown for FOMO Fridays in September & October.

Need ideas on how to get involved with FOMO Fridays to take advantage of the increase in workers visiting the city?

Host an event or activation by creating a theme night, live entertainment, wine or other beverage appreciation night.

List your event or activation on ATDW and include ‘FOMO Fridays’ in the event name – e.g 'Friday Jazz Sessions for FOMO Fridays'.

For information about getting listed on the ATDW, see our ATDW Marketing & Support Hub.

Ensure your Australian Tourism Data Warehouse (ATDW) listing has a deal/offer or an event listing for FOMO Fridays, so it can be featured on southaustralia.com/gototown.

All marketing activity will drive traffic to this page, so you can gain valuable exposure for your deal/offer or event listing and entice more visitors to your business or event. 

For information about the benefits of ATDW and how to optimise your ATDW listing, see our ATDW Marketing & Support Hub.

Provide your consumers with reason/s why they should #GoToTown and visit your business/venue/product. Promote these on your owned channels.

When selecting images/offers, make sure they are intriguing, unexpected and embody vibrant Adelaide to showcase your product.

Refer to our #GoToTown industry toolkit for examples.


Use @southaustralia and #GoToTown on social media so that people can find your content.

Social media creative assets are available for your use, available from the Go To Town and FOMO Fridays assets hub here.

Review your SEO strategy and ensure you are ready to optimise organic search. Find out how to do that as part of your digital marketing optimisation via our new ATDW Support & Marketing Hub.


To support hospitality, tourism and retail operators get the most out of the #GoToTown campaign, we've put together an Industry Toolkit outlining how to get involved and attract more visitors to your business or event. 


More information

If you are a tourism or hospitality operator seeking more information about how you can get involved in #GoToTown, get in touch with us at:

Campaign and assets/branding information: satc.marketing@sa.gov.au
ATDW listing: onlineservices@sa.gov.au

For consumer information about #GoToTown and FOMO Fridays, visit: