In a year where Australians are replacing international holidays with domestic travel, the South Australian Tourism Commission (SATC) has launched a new campaign via TBWA\Adelaide, showcasing the incredible natural locations from around the state For Those Who Want a Little More.
The campaign highlights the richly diverse and awe-inspiring locations across South Australia that have seen a surge in interest from domestic travellers in the past 12 months.
From the heights of Wilpena Pound to the expansiveness of Sellicks Beach, Australians have found a renewed love for domestic tourism, and are looking for new and undiscovered experiences as they continue to holiday at home.
New data from SouthAustralia.com shows a significant year on year increase in the number of direct leads to the South Australian tourism operators featured in the campaign. Arkaroola Wilderness Sanctuary in the Flinders Ranges saw almost five times the number of leads (+360%), Barossa Valley Ballooning saw nearly double the number of leads (+87%), and Kilsby Sinkhole in the Limestone Coast increased by 50%.
These off the grid destinations and distinctive experiences reinforce the campaign premise – that Australians are searching for A Little More.
South Australian Tourism Commission chief executive Rodney Harrex welcomed the surge in interest from Australians to explore more of South Australia: “From pink lakes to underground wonderlands, South Australia has so many incredible and curious destinations that reward wonder and are attracting visitors from across the country, as they look for overseas holiday alternatives.
“In a year where we’ve seen a record number of visitors head into our state’s regions, it’s fantastic to see special and remote locations like Wilpena Pound in the Flinders Ranges reach the #1 most-clicked destination on SouthAustralia.com.
“For those who want a little more is an invitation to all Australians who are seeking something more than the typical holiday destination.The campaign has been developed to show potential travelers across the nation what makes South Australia so unique, and what they can discover if they want to create an unforgettable experience while holidaying at home.”
The strong growth in leads generated via southaustralia.com demonstrates that Australian domestic travellers are actively seeking out experiences that offer ‘ a little more’, with tourism operators heralding the spike in interest as they recover following a year of drought, bushfires and pandemic.
Owner of Arkaroola Wilderness Sanctuary, Doug Sprigg, felt the sentiments of the SATC’s campaign perfectly captured the tourists he’s seeing visit the incredible Ridgetop Tour: “It’s almost like some guests have regained a child-like curiosity which makes us all feel better about life! Amongst all the anxiety we’ve all experienced over the last year, it is wonderful to see Australians’ excitement at discovering, or re-discovering, how interesting and diverse our country is.”
Similar comments were echoed by other regional operators including Barbara Ludlow of Barossa Ballooning who added:“In the last six to nine months we have seen significantly increased sales compared to the same period pre-COVID-19 – in particular those enjoying a mini escape.”
Owners of Kilsby Sinkhole, Graham and Jo Kilsby, says: “The last six months has been amazing, busy and very unexpected. Customer feedback has been overwhelmingly positive.”
Whilst Christian Burvill-Holmes of the d’Arenberg Cube said: “We are attracting an eclectic array of visitors from far and wide, and it’s up to us to make sure every experience is as memorable and wonderful as possible!”
Not to be outshone by the spectacular destinations, also starring in the new campaign are several proud South Australians, including local Adnyamathanha people of the Flinders Ranges, who worked in partnership with the SATC to capture the region and showcase their story.
The SATC was also proud to work with young Texas Wilson and his brother JR, from regional South Australia, who are shown highlighting one of the accessible tourism activities available in SA – this one filmed on the iconic Sellicks Beach on the Fleurieu Peninsula.
Brent Hill – Executive Director of Marketing
Bev Bury – Senior Manager, Domestic
Creative Agency: TBWA\Adelaide
Joe Godsell – Executive Partner
Erin Philips – Business Manager
James Siebert – Integrated Producer
Rachel Blacklaws – Creative Director
Scott Canning – Creative Director
Harley Augustine – Planning Partner
Harrison Webster & Max Reed – Creative Team
April Vawdrey – Project Manager
Production Company: YAH YAH
Patrick Fileti – 13&CO Director
Annalise Menzel – Producer
Anna Bardsley-Jones – Producer
Jani Hakli – Cinematographer
Ollie Davies – Drone Pilot
Jesse Moyes – Underwater DOP
Russell Marrett – First AC
Katrina Penning – Second AC
Nic Datson – Gaffer / Grip
Matt Begg – Gaffer (Kilsby)
Casting Directors: Angela Heesom, Stevie Ray
Rainer Davenport – Sound Recordist
Ben Brooks – Production Design
Chloe Spalding – Costume Design
Olivia Zanchetta – Costume Assistant
Jesse Goninon – Production Manager
Tracy Philpot – Hair and Make-Up
Fiona Lanyon – Production Coordinator
Bettina Hamilton – Production Assistant
Tess Houghton – Production Assistant
Eva Hodder – Production Assistant
Tiane Cook – Production Assistant
Yvonne Karabatsos – Unit and Catering
Darren Mitchell – Open Water Diver
Freddy Cocchiarella – Free Dive Supervisor
Stephanie Grace – On-Set Medic
Richard Bouie – Safety Officer
Driver – Ben Duigan
Driver – Nick Crowhurst
Driver – Tom Goldblatt
Media agency – Wavemaker
Offline Editor – Lucas Vazquez
Colourist – Edel Rafferty
VFX – Vandal
Sound Design – Justin Astbury / Song Zu
Music: “A Community Service Announcement” Written by Jonathan Boulet Published by Native Tongue Music Publishing Pty Ltd obo Boss Level Pty Ltd Performed by Jonathan Boulet Licensed courtesy of Jonathan Boulet.