Kyle Chalmers recruited by SA Tourism Commission to promote South Australia on social media
A swimming superstar and proud South Aussie has been recruited to promote and explore the state on social media.
SA News
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Swimming superstar Kyle Chalmers has been recruited by the SA Tourism Commission to promote the state on social media.
Recent Instagram posts shared with Chalmers’ followers showed him and partner Ingeborg Løyning road tripping around the Limestone Coast.
A SATC spokeswoman said the agreement with Chalmers was commercial in confidence and could not be revealed –but the total cost was less than $10,000 and included several posts.
She said the commission engaged Chalmers to “explore and promote the Limestone Coast”.
“The SATC promotes South Australian road trips to interstate and intrastate markets, and the Limestone Coast in particular is a key road trip route for Victorians,” she said.
“The activity is timed to inspire people ahead of the summer holiday period and in preparation for our many upcoming major festivals and events.”
The couple’s itinerary featured unique Limestone Coast experiences including the Kilsby Sinkhole, Blue Lake, Mayura Station, Ottelia and Cape Jaffa Wines.
“Kyle has a highly engaged audience on social media, including an audience of 172,000 on Instagram, and the SATC is pleased to have partnered with him to showcase the incredible Limestone Coast to interstate audiences as well as encouraging South Australians to travel locally,” she said.
Some social media partnerships have in the past proven problematic for the commission.
Last year it was revealed influencers were invited to an exclusive Sam Smith concert at McLaren Vale, where some boasted about getting “a little bit messed up” while others complained about poor behaviour including an incident where an attendee “peed in the mosh”.
Taxpayers also funded a TikTok Creator Camp involving 12 flown-in influencers, with one branding South Australia “the most boring state ever”.
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