Business leaders say South Australia has global branding problem but should not be renamed ‘Adelaide’

SOUTH Australia has a global branding problem but should not shunt the regions and be renamed “Adelaide” — as suggested by the man tasked with promoting us abroad — say state heavyweights.

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SOUTH Australia has a global branding problem but should not shunt the regions and be renamed “Adelaide”, state heavyweights say.

The call to change South Australia’s name to “Adelaide” has divided opinion among South Australians, with many recognising the state has an identity crisis but unsure whether a bold name change is the answer.

It comes after The Advertiser revealed Bill Muirhead, who is the Agent General for South Australia in London and was a founding partner of international advertising company M & C Saatchi, suggested the state should change its name to Adelaide because, like New York, New York, we were basically a city state.

An online poll of more than 1000 people on advertiser.com.au has revealed almost 70 per cent of respondents do not believe the state’s name should be changed.

Lord Mayor Martin Haese weighed in on the debate and agreed the issue was a global branding problem.

“I can see the problem he (Mr Muirhead) is trying to solve — it’s a problem we don’t see locally, we probably don’t even see it nationally (but) globally, I do understand what Bill is trying to solve,” he said.

“It’s a global branding problem whereby South Australia is generally thought to be southern Australia and people don’t quite understand what that means.”

Our beautiful River Torrens. Picture: @sarahlangleyphotography

Mr Haese said he had “experienced” first-hand confusion among potential overseas visitors in Europe and America.

“(About) 10 years ago ... our state was referred generally as SA,” he said.

“Although that made rational sense to us, overseas people thought we were ‘South Africa’ or ‘South America’ and there was a move for a new state brand and we moved from SA to South Australia.

“I’m genuinely undecided about the (name change) concept ... it does leave out the regions and that’s why I’m quite undecided about it all.”

Property Council SA executive director Daniel Gannon was against the name change idea and doesn’t believe South Australia should pigeon hole itself as a “one trick pony”.

“South Australia is not a one trick pony and we shouldn’t be tempted into a rebrand based on a New York comparison,” he said.

“When it comes to brand, South Australia boasts global icons like Kangaroo Island, the Barossa Valley, Wilpena Pound, and the majestic Adelaide Hills, to name a few.

“These aren’t Adelaide-based tourism meccas, they’re based outside the metropolitan area.”

Chinese tourists at the Jacob’s Creek Visitor Centre and site in the Barossa Valley. Picture: Supplied.

Mr Gannon, who last week spearheaded a push to get Google to establish its headquarters in Adelaide, said the state shouldn’t look for a “marketing silver bullet” and instead “build a strong investment brand”.

“That starts with an attractive tax regime that drives investors and investments into South Australia,” he said.

“A change in name will mean naught if we aren’t globally competitive when it comes to economic development.”

A gorgeous sunset at Adelaide Oval during a Test cricket match between Australia and South Africa in 2016. Picture: Peter Parks.

South Australians have mixed options on the issue, with one advertiser.com.au reader commenting: “Adelaide, Adelaide” does not have enough of an identity to be self-standing. International tourists and buyers need to be able to immediately recognise where Adelaide is, and from an export/investment sense, ‘Adelaide, South Australia’ immediately tells buyers and investors where we are”.

Betty wrote: “Bugger off! We are South Australia not just Adelaide! This state has a lot to offer in its regional areas. Fresh foods, fruit, artisan cheese, chocolate, breads, also seafood, fabulous restaurants, magnificent scenery of Kangaroo Island, the Flinders Ranges, Arkaroola, Eyre Peninsula, Yorke Peninsula, the South Coast, Robe, Mt Gambier, Kangaroo Island, sun, surf and long beautiful sandy beaches”.

While Mark commented: “South Australia, Adelaide, call it what you want, needs more than a name change”.

Chinese actor Huang Xiaoming, who has been appointed a Global Brand Ambassador for South Australia by the SA Tourism Commission, swims with seals. Picture: SA Tourism Commission.