Brent Hill, Executive Director of Marketing, South Australian Tourism Commission presented 'The Live 120 Hour Ad (and More) That Helped Put SA Back in the Limelight'.
4. NOT EVERYONE LOVED IT… BUT PLENTY DID…
“I'm hearing a lot of words
like 'immersive', 'authentic’.
I think it is a wank. That's the
word I would use.”
- DEE MADIGAN
“You have made my day. We dreamt of (something
like this) when we opened the Villas. Congratulations
on being prepared to break the boundaries.”
- RAWNSLEY PARK ECO VILLAS
“Congrats on the campaign”
- KAREN NELSON-FIELD
“I absolutely LOVE this, seeing a whole new side to
our great state. Such an immersive, impactful video…
makes me feel like I am actually there now!”
- 9 NETWORK
“Everything that you guys
have rolled out so far
looks great… where is the
best place to send our
invoice?”
- HARRY VICK
“Pushing the
boundaries…
Bravo – I love it.”
- THE TAILOR
“I wanted to say a very sincere well done on the 5 Days of Wonder. Not only a massive undertaking,
but a massive vision to not only picture it, but also execute it.”
- 7 NETWORK
5. • “Go boldy”
• SA is a challenger brand
• Insights:
• still lacking awareness
• think they know Adelaide / South Australia
• dated knowledge “I’ve been”
• Our industry love ‘picture postcards’, slow mo production.
• Digital led
• Conversion metric
• Authentic. Nowhere to hide!
WHY? | WHAT WERE WE TRYING TO ACHIEVE?
7. HUANG XIAOMING | CHINESE MEGASTAR
• We recognised our low brand awareness in China
• Celebrity culture
• ‘fewer, bigger, better’
• China Southern launch timing
• Massive rollout to trade
And..
• Chair of our Board speaks Mandarin and lived in China
8. MASTERCHEF & GARY MEHIGAN
FOOD & DRINK ATTRIBUTION
• SA produces 80% of Australia’s premium wine
• Australian Restaurant of the Year. Twice.
• Large scale mass reach
• Longevity
• Authentic voice
11. OUR REPUTATION | PREMIUM FOOD & WINE
67%
OF INTERSTATE TRAVELLERS
ASSOCIATE SA WITH
‘GOOD FOOD & WINE’
EQUAL #1 WITH VICTORIA
OF INTERSTATE TRAVELLERS
RATE SA AS HAVING THE
MOST CREDIBLE ‘WINERIES
AND WINE REGIONS’
#1
56%
13. BEFORE REWARDS WONDER | TELL US WHERE
• Show Australians (and locals) places they can’t believe are real
• Don’t reveal the location
• Invite people to guess where
• After 10 days, reveal – its right in your backyard...
• Media: Social, digital, outdoor, transit
• Why? Because people think they know..
19. • Launched in the AFL and NRL Grand Finals
• Streamed ‘as live’ on YouTube, southaustralia.com
for 120 hours
• 10 x Facebook Live ‘highlights’
• Objective: authenticity, reality, no airbrushing..
PHASE 2 | REWARDS WONDER
28. To win hearts, grow futures and change minds.
INTERNAL BRAND - PURPOSE
29. A curious place
INTERNAL BRAND
A Government agency that thrives on creativity? A team
charged with continually uncovering South Australia’s
best experiences? A brave, ambitious place that always
asks itself ‘why not?’
Wesee, think and do things a little differently here at the
SATC, which is why we’re driven by a commitment to always
being ‘A CuriousPlace’.
Just like the remarkable State we humbly promote, we’re
a place that always raises questions and, in doing so,
never fails to reward, surprise and delight.
32. OPERATOR RESULTS
OPERATOR % TOUCH RATE
SEALINK
36% of people who booked on Sealink’s website, had been on
southaustralia.com
TIGER AIR 34%
ADVENTURE BAY CHARTERS
(swim with sea lions on EP)
31%
ADELAIDE OVAL ROOFCLIMB 19%
DISCOVER AUSTRALIA HOLIDAYS
(OTA partner for interstate)
14%
35. RAWNSLEY PARK (FLINDERS RANGES)
“The 'Rewards Wonder' campaign has been a fantastic boost.. With the release of the campaign we
saw increased interest in our tourism product across Social Media, Website Visits and direct booking
enquiry. Forward bookings for the October - December quarter were looking under the trend line,
but improved to be slightly above average.. with a number of last-minute bookings.”
OPERATOR & PARTNERSHIP RESULTS
HELIVISTA (FLINDERS RANGES)
“The incredible effort made by the SATC team in producing a world class tourism piece has significantly
improved our exposure. We have witnessed increased traffic to our social media sites, interstate and
international agents have contacted us and we have more forward bookings than ever before.”
THE LOUISE (BAROSSA)
“Sending a big thanks from us ..We really noticed the traction at our end and are very grateful
for your help. This was super successful for us”
36. CAMEL BEACH HOUSE (EYRE PENINSULA)
“(We) are definitely up on numbers from last year – so this would be the BEST year and summer season
we have had. Thank you SATC!”
STOWAWAYS (KANGAROO ISLAND)
“(we) have been busy, we were at 72% occupancy for December (charging our full rate of $650 pn),
and so far the first half of Jan is at 90% occupancy.. Kangaroo Island is absolutely buzzing at the
moment and I have never seen so many people visiting the North Coast / Stokes Bay region”.
LIFETIME PRIVATE RETREATS (KANGAROO ISLAND)
“Our summer is so busy we could have sold the houses 10 times over.”
OPERATOR & PARTNERSHIP RESULTS
37. WATSACOWIE BREWERY (YORKE PENINSULA)
“We have sold more beer in the last 3 weeks than we have for the last 3 months… We can’t keep up!”
SHADOW CREEK (MCLAREN VALE)
“2019 is a good year already”
YORKE PENINSULA
“.. Things are looking really good on YP. . There have been people everywhere with most properties across
the board booked out for the next week. (some) shorter stays and a lot of last minute bookings.”
OPERATOR & PARTNERSHIP RESULTS
38. PURE COFFIN BAY OYSTER TOURS (EYRE PENINSULA)
“..we have been so busy we have not had time to respond. Yes we have definitely noticed an
increase in our farm tour bookings! We have had a very busy Xmas and New Year period.”
SURF & SUN SURF SCHOOL (FLEURIEU PENINSULA)
“We are having a great summer. The summer has been our best to date by 10%, and year
to date we are having our best year yet for Surf & Sun in particular.”
COONAWARRA EXPERIENCES (LIMESTONE COAST)
“It’s been a very busy few weeks for (us) and we wouldn’t have it any other way…”
OPERATOR & PARTNERSHIP RESULTS
39. • Be bold
• Integrate campaigns
• Don’t just go with one campaign. Have a multi-faceted plan
• 20% strategy, 80% execution
• Brand
• Know your metrics – what does success look like. Going in.
• Repeat…
• Be clear about your objectives, then go execute
WHAT HAVE WE LEARNT?
