An invitation to 'Celebrate the Simple Pleasures' in South Australia has been issued today with the launch of South Australia's new destination marketing campaign.
Developed by South Australian agency Frame Creative, the campaign is designed to be a celebration of local creativity and culture, coming to life through a collection of works by SA artists, photographers, musicians, makers, and creatives - intended to
authentically capture the essence of South Australia.
In a move away from traditional tourism marketing campaigns, which typically feature a single hero TV commercial, the 'Simple Pleasures' campaign will feature an ongoing series of episodes and content aimed at growing South Australia's appeal and subsequently our state's visitor economy.
The new campaign highlights the abundance of moments on offer in South Australia that make travel and life meaningful, positioning our State as a sanctuary for those who appreciate the simple pleasures in life and seek to relax and unwind, create meaningful memories away from home or seek a unique adventure.
Food and drink are a key theme of the first burst of the campaign, commencing with television spots 'The Simple Pleasure of a Long, Long Lunch', 'The Simple Pleasure of Pipis to Plate', and 'Harvest Eyes', all which highlight the natural beauty of our State, as well as our philosophy towards food and drink.
Tourism is a highly competitive and crowded market, and the brand platform has been designed to cut through and uniquely position South Australia as a destination of choice for interstate and overseas travellers.
The launch of the 'Celebrate the Simple Pleasures' campaign follows last week's historic announcement that United Airlines will start direct San Francisco to Adelaide flights in December this year - connecting our state to the USA.
The launch of the campaign has been timed to coincide with AFL Gather Round, when the nation's eyes will be on South Australia once again as fans flood our State for AFL Gather Round - including for the first time, two matches in the Barossa, which is a key element of the campaign.
The campaign will be integrated into AFL Gather Round - at the ground and on television.
The initial burst of outdoor and print advertising will feature striking artworks by South Australian artists Cecilia Gunnarsson, James Brown, Mickey Mason, Mike Barr and Lisa Temple.
The campaign is live from today across the State's key domestic markets including Victoria, New South Wales, Queensland, Western Australia and South Australia.
