‘Cutting through the clutter’-The South Australian Tourism Commission’s Brand Strategy

07
Mar 19
Author:Ash Natesh
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Marketing activity for South Australian Tourism Commission in recent years has focused on building various layers of South Australia’s brand, through showcasing key towns and cities with bold, emotive campaigns for the interstate market.

Interstate activity also includes strong co-operative marketing with South Australian Tourism Commission’s partners to drive more awareness and encourage purchasing behaviours from consumers.

This marketing approach for SATC has proved to work strongly with clear growth in market share. Impactful marketing communication delivers real results for South Australia’s travel and tourism industry. (Tourism.Sa)

Here are two of their successful campaigns:

Kangaroo Island’s ‘Let Yourself Go’ campaign

‘Let Yourself Go’ was an ad shot on Kangaroo Island for the South Australian Tourism Commission. With this campaign there has been an increase in awareness, consideration and behaviour measures.

Watch the Ad

Source: Tourism.Sa

The SATC have noticed a 127% increase in visitation to the Kangaroo Island Webpage after the launch of the campaign.

Awareness of the ‘Let Yourself Go’ campaign in Sydney and Melbourne shot upto 29%, with 68% of the target market describing it as having high appeal.

Barossa Be Consumed

The campaign launched in June 2013 and ran until July 2016. The campaign promoted the Barossa Valley, allowing South Australia to promote the growing trend of culinary tourism and position themselves as a leading food and wine destination.

Watch the Ad

Source:  Tourism.Sa

The Barossa Valley region reaped a lot of benefits from this $6 million marketing and advertising campaign. Business across Barossa have increased their occupancy rates, while the events part of the Tourism Barossa website has seen a 3000% increase in hits.

Don’t miss Brent Hill, the Executive Director Marketing at South Australian Tourism Commission who will be sharing his insights on Building successful marketing and advertising campaigns at the Public Sector Strategic Communication & Engagement Conference on the 30th April & 1st May 2019 in Canberra.

He will be sharing his expert opinion on:

  • Ensuring outcomes in government communications
  • Measuring ROI and risk in strategic communications
  • Maximising the opportunities of digital and social media

Sources: 

https://tourism.sa.gov.au/campaigns/domestic/current-campaigns

https://www.barossaherald.com.au/story/2022304/barossa-is-being-consumed/

http://www.campaignbrief.com/2012/10/kangaroo-islands-let-yourself.html

Submitted by Ash Natesh

Ash Natesh

Ash is the Content Marketer at Criterion Conferences. Writing and sourcing content is all part of her day to day routine. She can’t stop drinking coffee, other than coffee her interests lie in Music, long walks amidst the mountains, Dance, Anime, Science Fiction and all things nerdy!

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