Simple Pleasures | Tourism SA

SHAPING SOUTH AUSTRALIA INTO A HIGH-APPEAL DESTINATION

South Australia has cracked something special. Ahh… the simple pleasures.

We have an abundance of simple pleasures, and they are found effortlessly. Here visitors get a whole bunch of what they need most, and what the world craves now, more than ever.

‘Celebrate the Simple Pleasures’ is the South Australian Tourism Commission’s marketing campaign launching our Destination Brand platform. This is not your typical tourism campaign – it is a long-term, category-breaking platform that captures South Australia’s craft, creativity, and culture.

We’re here to share with the world the joyful appreciation for what really counts; the simple things that make life meaningful.

Celebrate the simple pleasures.

Here’s what you need to know. CELEBRATE THE SIMPLE PLEASURES CAMPAIGN

CELEBRATE THE SIMPLE PLEASURES CAMPAIGN POCKET GUIDE

Campaign overview and key information.

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THE SIMPLE PLEASURES INDUSTRY GUIDE

Your invitation to embrace South Australia’s Destination Brand platform.

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YOUR INVITATION TO COLLABORATE

Submit stories, history, artists, musicians, simple pleasures and gems from your regions to help build a rich catalogue of South Australianness.

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The Simple Pleasures Guide to Winter

Be part of our winter campaign, The Simple Pleasures Guide to Winter by submitting your winter deals and offers.

The campaign highlights unique activities, bookable experiences and offers only available in the cooler months across South Australia - that’s where you come in.

Submit your tours, activities, packages and events by:

Creating a dedicated page for your winter-based tours, activities, packages and events on your own website.
Submitting the winter-based offering on your current Australian Tourism Date Warehouse (ATDW) account as either:
- a deal under your existing profile, or
- as its own listing if your offer is an event or a temporary activity not related to your existing profile.

By updating your ATDW listing, your offer will be featured on a dedicated Winter Deals and Offers page on southaustralia.com, which we will be marketing to domestic audiences.

For the opportunity to be featured from the start of campaign, submit your winter deals and offers via your ATDW account by 20 March.

To create or update your ATDW listing, go to our ATDW Support & Marketing Hub.

Use our resources to add the Simple Pleasures to your slice of South Australia. Resonate with the consumer and celebrate our place and character as a must-see destination. DESTINATION BRAND RESOURCES

WHO WANTS WHAT WE’VE GOT

SATC's key domestic audience segments and how to engage with them.

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ACCESS TO IMAGERY & VIDEOS

Our SA Media Gallery is a great place to source assets to help you promote South Australia.

ROADSHOWS IN REGION

Go on the Simple Pleasures journey with us and infuse destination brand into your business.

CAMPAIGN EPISODIC FILMS - STORIES THAT UNFOLD OVER TIME

We will serve South Australia’s Simple Pleasures in stories, each true to who we are. The campaign began with two episodes that celebrate a South Australian simple pleasure and one special that provides a look into the Land of Simple Pleasures.

The latest iteration, Possum Moon celebrates South Australia’s festival and events, capturing the energy, atmosphere and simple pleasures that show why we do events like nowhere else.

Over time, gradual drops of episodes will be served up regularly and longer specials will punctuate with a deeper, progressive approach to storytelling.

POSSUM MOON

HARVEST EYES

A LONG LONG LUNCH

PIPI TO PLATE

A PLATFORM TO CELEBRATE SOUTH AUSTRALIA’S CREATIVITY

This is not a generic tourism campaign. It’s a stage to introduce the vastness of South Australia and the minds that make it such a special place - a place where creativity thrives, and stories are shared.

The campaign is a visual identity that reflects the spirit of South Australia, blending the past, present, and future of local artistry. This work celebrates the diversity and collaboration that defines this place, bringing together the talents of local artists, makers, innovators, and creators across the state.

Through this campaign, we highlight the creative pulse of South Australia, a visual language that tells a story of place, people, and experience.

IGNITE WINTER WITH ‘THE SIMPLE PLEASURES OF WINTER’ CAMPAIGN.

This is your chance to attract more visitors, boost bookings, and show off your business – all while leveraging our destination-wide campaign designed to ignite winter into an appealing season where joy is found in the simple pleasures.

Running from May to August, The Simple Pleasures of Winter seasonal campaign aims to bring awareness and build appeal for winter-based experiences, activities, day trips, events and stays across South Australia, providing a platform for industry to elevate our offering with bookable products and seasonal offers that highlight what makes South Australia simply joyful in winter.

We’re inviting local tourism operators to celebrate whatever simple winter joy you can offer.

The deals and offers listed on ATDW are shared across SATC marketing activities, such as the current efforts to promote the Simple Pleasure Guide to Winter on southaustralia.com, as well as our Holiday Deals and Offers page.

The below tutorial provides step-by-step instructions on how to update and add offerings to your Australian Tourism Data Warehouse (ATDW) listing.

Read the 'The Simple Pleasures of Winter Pocket Guide' to find out how you can get involved.

Celebrate the SIMPLE PLEASURES