OUR INTERNATIONAL MARKETS
Find out more about our key international markets and our marketing activity within these markets below.
Pre-COVID-19, China was South Australia's largest source market, with China Southern Airlines servicing South Australia via Guangzhou.
Within the China market our primary objective was to increase the awareness of tourism experiences available within South Australia, with a heavy focus on High Value Travellers at first-tier cities and affluent second tier cities in China. Activity is aligned with a distribution or airline partner in order to drive booking sales. This approach helps to maintain the number of airline seats sold and increases Chinese dispersal within South Australia. Campaigns often incorporate SATC owned social media platforms Weibo, WeChat, and several other platforms. This approach is taken with consideration of the high usage of social media and its dominant influences in China. To find out the Chinese translations of South Australian place names please see our glossary.
The Centennial Cellar at Seppeltsfield Wines, Barossa
Pre-COVID-19, we focused on digital and content partnership based activity with the cooperation of airline and retail partners to drive booking sales to Adelaide and the South Australian regions.
This increased the awareness of South Australia as a holiday destination and allowed consumers to book with confidence through their chosen retail specialist or online travel agents. Key themes that resonate within the Southeast Asian market include; nature and wildlife, seafood and local produce, wine tourism experiences (with the exception of muslim community), aquatic and coastal communities, and self-drive.
Seafood tasting at The Fresh Fish Place, Port Lincoln
Pre COVID-19, the United Kingdom was our second largest international source market, and will remain a key focus within our marketing strategy.
Typically, this market responds well to heavy tourism trade partner advertisement pushing consumers to choose South Australia as their next holiday destination. We engage in this type of tactical activity due to the high awareness of South Australia throughout the United Kingdom.
Holding a koala, Cleland Wildlife Park, Adelaide Hills
Pre-COVID-19, the European markets we targeted were Italy, Germany, and Switzerland. Our activity within these markets was generally tourism trade partner based with bursts of brand awareness activity in order to keep South Australia top of mind.
This approach is taken due to South Australia being a long haul destination for European travellers, and seen to be less ‘accessible’ than other global competitor destinations.
Painted Hills, Anna Creek Station, Wrightsair Scenic Flight, Flinders Ranges and Outback
Pre-COVID-19, building awareness was the number one priority within the North American market, along with ongoing engagement of the travel trade. With the 2016 announcements of Fiji Airlines direct service to South Australia in addition to Air New Zealand incorporating their Dreamliner on the Auckland to Adelaide route, access from North America has never been better.
In recent years the SATC has undertaken marketing activities with the Meredith Media group (publishers of Travel + Leisure and Food & Wine) to boost awareness and has engaged key trade partners for cooperative marketing activity and training opportunities.
Elder Camp, The Arkaba Walk, Flinders Ranges and Outback
Our activity within the New Zealand market is led by high visibility brand awareness, which is backed up by more tactical activity with Air New Zealand and tourism trade partner activity. Generally the SATC is able to advertise South Australia on television and on prominent billboards in Auckland, supplemented by always on digital activity.
The Lane Vineyard, Adelaide Hills