#BookThemOut campaign to encourage South Australians to spend money in bushfire-ravaged communities generates avalanche of enquiries

A campaign urging South Australians to spend money in bushfire-ravaged communities on Kangaroo Island and the Adelaide Hills has had an overwhelming response.

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South Australians are voting with their hip pocket to help businesses in bushfire-ravaged regions with an unprecedented response to the #BookThemOut campaign launched in last week’s Sunday Mail.

Records tumbled this week as tourism operators recorded an avalanche of inquiries from people eager to do the right thing and holiday in areas hit hardest by the fires.

On the day of the South Australian Tourism Commission campaign launch – last Sunday – the SATC website received a record 31,000 domestic traffic visits, rising to more than 100,000 over the week.

The SATC’s online tourism database reported that leads for Kangaroo Island holidays rocketed by 150 per cent in the past week compared to the same time last year, and by 200 per cent for the Adelaide Hills.

Since the launch on January 19, the SATC social video ads have reached more than 600,000 South Australians.

A still from the campaign, which is urging people to support SA’s fire-ravaged communities by spending money in them.

South Australian Tourism Commission chief executive Rodney Harrex said the early results of the campaign were a positive first step in getting the sector back on its feet.

“The #BookThemOut campaign was designed with a clear message that we need to get people back to the regions and to support our communities,” Mr Harrex said.

“We are hearing direct from tourism operators that they want visitors back, and to hear that the campaign is already making a difference to their business and the number of bookings they’re getting, is a small but critical step forward in the sector’s recovery.”

Sharon Pearson, of Mount Lofty Ranges Vineyards, said the business had 30 people in the cellar door last Sunday, compared to three the week before.

“It’s been great to see people coming back up into the Hills,” Ms Pearson said.

“It’s been tough for many people in our community, but now we want people to come back, visit us and see how amazing the hills are.

“We’ve had a really good week and are keen for a very big few days over the Australia Day weekend,” she said.

John and Dawn McElhinney enjoyed a day at the races at Cygnet River, Kangaroo Island. They are from north of Cairns and are travelling around Australia, and decided to visit KI due to the “Book Them Out” campaign. Picture: Naomi Jellicoe

Kangaroo Island’s Sea Dragon Lodge co-owner, Steve Lane said he had been “absolutely inundated with luxury holiday package bookings” – many which would normally have booked at Southern Ocean Lodge.

“While we are not an ultraluxe resort, we are able to offer our guests a very personalised and unique luxury Aussie holiday experience on Kangaroo Island.” Mr Lane said.

“They really like the fact that we can offer a luxury holiday package with everything included.

“Since the fires started, we have had over 130 guests stay with us and all of them reported having a wonderful holiday on KI.”

In pictures: Kangaroo Island bushfire disaster

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Dana Mitchell, owner of Kangaroo Island Wildlife Park, which was closed during the fires, said it was heartening to see visitors returning to the island.

“We have been fairly busy since we opened again which has been great. Everyone coming in have been really supportive and asking lots of questions about everything so we are just giving out the best info we can,” Ms Mitchell said.

SeaLink Travel Group’s CEO Clint Feuerherdt said the response to the #BookThemOut campaign had been very positive.

“In just the first three days of the campaign, we had a substantial increase in enquiries which shows that the message that there’s still so much to see and do on Kangaroo Island is getting through,” Mr Feuerherdt said.

“There is a long journey ahead, so we continue to encourage visitors to consider Kangaroo Island as a destination of choice and thank them for their continued support.”

Kangaroo Island Connect owner Jane Harris said: “Our website numbers increased eight-fold since the launch of the #BookThemOut campaign, which is great and sends a great message that lots of people are certainly thinking about visiting Kangaroo Island.”

Qantas locks in Kingscote route

In a rare move, Qantas has committed long term to the Adelaide-Kangaroo Island route despite a drop in passengers due to the bushfires.

Qantas will today commit to flying to the island until at least the end of March 2021.

QantasLink chief executive John Gissing said the carrier is working with the SA Tourism Commission on the #BookThemOut campaign.

It has a flight deal for the next couple of days with fares as low as $99 – compared to the usual $158 – for various travel dates during this year.

Adelaide-KI flights run five times a week in peak periods and three times a week off-peak.

“We wanted to send a signal to the local community and to potential visitors that Kangaroo Island is open and just as accessible by air as it was before the fires,” Mr Gissing said.

Premier Steven Marshall and federal Tourism Minister Simon Birmingham applauded the Qantas announcement.

The airline also has been flying firefighters and equipment during the emergency.

Originally published as #BookThemOut campaign to encourage South Australians to spend money in bushfire-ravaged communities generates avalanche of enquiries