South Australian stars come together to showcase state in latest ‘Rewards Wonder’ tourism campaign via TBWA\Adelaide
UPDATED TO INCLUDE FIVE-DAY LIVE STREAM AD
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 via new agency TBWA\Adelaide.
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 Federation Square and online using 120 hours of continual footage of SA.
Kicking-off with a 60-second teaser TV commercial, which played during the national AFL Grand Final broadcast, 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.”
SATC first rolled out an unbranded pre-campaign titled “Tell Us Where”, which featured some beautiful curious imagery from around South Australia in different OOH locations. They then held an Instagram competition open to the public to guess the location, for a chance to win the opportunity
to travel to the featured destination. To the audience, these locations could have been anywhere from Croatia to Thailand, only to be revealed last Friday (September 28) as South Australian destinations.
Since yesterday, the
Southaustralia.com has seen 20% more visits from Australian visitors than the same day last week, with Australian traffic up 41% up week on week since last Monday. After the locations were revealed as South Australia, there was approximately 17,000 Australian visits to southaustralia.com which was the highest
single day since it implemented Adobe Analytics in June last year.
Says 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 TBWA\Adelaide with the SATC, with production managed by local production house KOJO.
Says Paul Reardon, Chief Creative Officer of TBWA\Adelaide: “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.”
12 Comments
All about a film technique with the output just being another montage?
Is that really what all the fuss was about?
I am flabbergasted by this.It actually looks like one of those ‘making of ‘videos every client seems to want these days.SA is better than this,I promise.
@Runders – think you’ll find the 60s ad is the teaser.. the 5 day stream doesn’t look like ‘any other montage’..
This is so ballsy it might actually work. When tourism ads are either eccentric flights of fancy (hello Tasmania) or beautiful people doing beautiful things (hello Queensland), it’s nice to see something real.
… who the fuck will watch it?
Oh dear. How futile.
30-90 seconds after the TV ad ran on main stream NSW TV, the You Tube live ad had 6 people watching.
Good on them for doing something different, and for designing something for digital audiences first. Took a look at the stream for a bit – looks pretty good. Something pretty new for once..
4 hours in and only 12 viewers.
But I’m hooked.
Tuned in on youtube to see what the fuss was about.
Got sucked in after watching 30 minutes before I realised what had happened.
Procrastination perfection
Agreed with the above. I’ve taken to checking in on the reg. It’s got a strangely captivating pace about it.
This was possibly the best campaign I’ve ever seen. Bravo TBWA, honestly good to see someone doing something bold rather then another standard piece of garbage. I wish I went on that trip, it looked epic!