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.

THE SIMPLE PLEASURES GUIDE TO WINTER

Ignite Winter in South Australia & be part of our ‘Simple Pleasures Guide to Winter’.

South Australia in winter is a whole new world. A season full of new experiences you can only enjoy here – vibrant adventures, unique creatures, events made for longer nights, and flavours that thrive in the cold.

From May to August, SATC’s seasonal winter campaign will focus on highlighting unique activities, bookable experiences and offers only available in the cooler months across South Australia. Think tours, activities, packages and events that feature themes of Winter creatures, flavours, outings and stays.

Be involved by simply:

- Creating and listing any Winter-based experiences, offers and events on your current ATDW
- And/or create a dedicated ATDW listing just for your Winter-based event or experience
- Not already promoting your business via the ATDW? Create your listings and learn more at the ATDW Support & Marketing Hub

Our marketing activity will drive domestic audiences to a dedicated Simple Pleasures Guide to Winter on southaustralia.com, as well as our Holiday Deals and Offers page.

THE SIMPLE PLEASURES INDUSTRY HOW TO GUIDE

How to load a deal & offer on ATDW

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 us build a rich catalogue of South Australianness to highlight over time.

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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 introduces two episodes that celebrate a South Australian simple pleasure and one special that provides a look into the Land of Simple Pleasures. And that’s just the start. Over time, gradual drops of episodes will be served up regularly and longer specials will punctuate with a deeper, progressive approach to storytelling.

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.