South Australian stars come together to showcase state new campaign
An array of high-profile South Australians – from Olympic athletes and AFL stars to award-winning chefs, musicians and winemakers – feature in an innovative new South Australian Tourism Commission campaign, unveiled today.
The Rewards Wonder campaign showcases the many unique wonders of South Australia and will include a five-day live stream activation in Rundle Mall and on-line using 120 hours of continual footage of SA.
Kicking-off with a 60-second teaser TV commercial, to be played during the national AFL Grand Final broadcast on Saturday, the campaign features Crows’ star Eddie Betts doing the Adelaide Oval RoofClimb with Gavin Wanganeen, Olympic gold-medallist Kyle Chalmers diving into waters off Port Lincoln and experiencing Coffin Bay oyster farms, while sibling musicians Germein play a set by campfire on the banks of the River Murray and Racheal Leahcar sings in the dunes above Pondalowie Bay.“We are thrilled to have had the support of so many passionate and talented South Australians in our latest campaign, which promotes our world-class tourism offering through a different lens,” said Minister for Trade, Tourism and Investment David Ridgway.
“As a government, we are constantly looking to raise the bar in relation to how we market SA to the world, and the Rewards Wonder campaign takes viewers on an immersive, in-depth ‘journey’ across our glorious state.
“By streaming five continuous days of vision across the length and breadth of SA, we give potential visitors much more than just a cursory glimpse of the amazing experiences they can have here.”
South Australian Tourism Commission Chief Executive, Rodney Harrex, said 65 tourism operators, 10 regions, 31 local talent, 18 cameras, 11 modes of transport and more than 50 local musicians were involved in bringing this campaign to life.
“With Rewards Wonder, we want to continue to make Australians realise the depth of experiences on offer around Adelaide and South Australia,” said Mr Harrex.
“The first phase of our campaign began with unbranded images of South Australia placed across Sydney, Melbourne, Brisbane and Adelaide, and piqued curiosity of what we have on offer.
“The second phase will run for at least 12 months – there is so much for the tourist to view and then plan itineraries via southaustralia.com.
“Growing visitor demand remains a priority of the SATC – our marketing efforts are designed to push the boundaries and shine the spotlight on the many wonders of South Australia.”
The Rewards Wonder campaign has been conceptualised and designed by TBWAAdelaide with the SATC, with production managed by local production house KOJO.
Paul Reardon, Chief Creative Officer of TBWAAdelaide said: “Five days, non-stop filming, no scripts – it’s a totally different way of showing the State that we haven’t seen before.”
“South Australia has so much to offer, we could have made a 10-day film. Maybe next time.”
KOJO CEO Dale Roberts said the company was proud to help deliver a unique creative vision to promote SA as a tourist destination.
“We were excited to partner with TBWA on a true production first for us; keeping cameras rolling for five days straight without any cuts,” said Mr Roberts.
“Being constantly on the move for the whole shoot allowed us to capture a very different view of all the great experiences South Australia has to offer.”
For more information on the Rewards Wonder campaign, Click Here
Phase 1: Tell Us Where (10 – 23 September)
Phase one launched the SATC’s new strategy and was a non-branded, high impact campaign on social media. Seven unique and wonderous mysterious locations posted on @tell_us_where (Instagram) challenged consumers to engage with the images by guessing the locations to win a trip to that region, leading into the big reveal that each destination was in South Australia.
Phase 2: 5 Days of Wonder (29 September – 6 October)
Launching during that AFL Grand Final with a 60 second teaser video, the five days of streaming at www.southaustralia.com is building on the awareness created in phase one to provide authentic content promoting the rare, unknown and new, and inspires consumers to find out more. The continuous video stream explores all of the wonders that South Australia has to offer and rewards viewers with ‘experiences’ throughout the epic journey as they watch.
Phase 3: Rewards Wonder (7th October – Ongoing)
This phase will continue to promote South Australia as a curious place whilst promoting key themes such as food and wine to increase brand associations.