SA Tourism launches new campaign with 17 ads to run on national TV

HIP-hop and high-class food are at the centre of a new State Government tourism campaign - but it’s a change from the edgier ads of the past. Watch the video and tell us what you think.

HIP-hop and high-class food are at the centre of a new State Government tourism campaign, with 17 ads to run on national TV from Thursday.

It will also be marketed online and through social media to international markets.

The campaign features the Hilltop Hoods song Higher as well as chefs Poh Ling Yeow, Andre Ursini, Lachlan Colwill, along with enticing images of the best of the state’s premium food and wine plus clothing from South Australian designers Paolo Sebastian, Tiff Manuell and RM Williams.

The campaign features the Hilltop Hoods’ song Higher.

It’s a far safer version of tourism advertising and a change from campaigns of the past few years, which tended towards edgey, divisive ads such as the award-winning, Nick Cave-inspired Barossa. Be Consumed ad and the Adelaide. Breathe ad.

Tourism Minister Leon Bignell said the campaign was part of a plan to grow the visitor economy from $5.7 billion to $8 billion by 2020.

“There are 17 different ads and they capture the very best of Adelaide and our stunning regions from Kangaroo Island to the Eyre Peninsula, Adelaide Hills and Flinders Ranges,” Mr Bignell said.

A scene from one of SA Tourism’s new ads.

“It is very fitting one of the state’s much loved musical acts, the Hilltop Hoods, have provided the background music and I would like to thank them for helping us promote SA to the world.

“It’s been a great week for tourism in South Australia. New data shows we outperformed all other states in terms of jobs growth, recently recording an increase of 13.8 per cent across two years. This means 35,700 are directly employed in tourism in our state.

A still grab from the campaign video.

“The recent introduction of direct flights by Qatar Airways to Adelaide and soon to land China Southern Airlines will help us build on these growing job figures.

“Our investment in the Riverbank precinct, Adelaide Oval and the Convention Centre, is also helping to ensure we continue to attract world-class events and conferences — meaning even more visitors are coming here.”

To view more of the ads see www.southaustralia.com