Wavemaker expands South Australian Tourism Commission partnership with Destination media win

Wavemaker Australia has been appointed media agency partner for the South Australian Tourism Commission’s Destination media following a competitive review. It’s the first time the account has moved since 2021. The win follows Wavemaker’s earlier appointment to manage media for South Australian Tourism Commission (SATC)’s Events portfolio in June.

The appointment brings together two of the South Australian Government’s most important marketing portfolios under Wavemaker Adelaide. The tourism industry generated $11.5 billion in economic benefit to the State in the year to March 2026. SATC’s current strategy is focused on lifting South Australia to become Australia’s third most desirable tourism destination and growing the visitor economy to $14 billion by 2030.

Wavemaker’s approach will support that ambition with an insight-led strategy, building upon Celebrate the Simple Pleasures – SATC’s Destination brand platform, which highlights South Australia’s rich culinary, nature, and world-class event experiences.

The combined portfolio will be led by Client Director Jess Phillips, who says: “Having worked alongside SATC’s Events team for several years, partnering with SATC’s Destination team has been on my personal wish list for longer than I care to admit! Leading the combined portfolio is a dream scenario. South Australia has the absolute best stories to tell, and our team can’t wait to bring fresh insights and limitless energy to build on Celebrate the Simple Pleasures and boost visitors to the state.”

Says Kevin Kivi, Managing Director of Wavemaker Adelaide: “For those of us who call South Australia home, opportunities like this are incredibly meaningful. SATC plays a vital role in shaping how the world sees our state, so to be trusted with both the Destination and Events portfolios is something we are genuinely proud of. We have a talented team here in Adelaide, deep local knowledge and the backing of a global network, which is a powerful combination. We believe South Australia has one of the most compelling stories in the country, and we’re excited to help more people discover what makes it such a remarkable place to visit, experience and invest in.”

The appointment takes effect from October 1. The remit covers all Australian domestic media and global media, excluding New Zealand.

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