SOUTH AUSTRALIAN TOURISM COMMISSION CASE STUDY
January – February 2014
Overcome perception problems
An ignorance around what Adelaide could offer as a tourist destination existed. Our task was to overcome this perception and establish Greater Adelaide as a ‘big small city’ that is easily accessible and diverse.
People 30-49 living in Sydney, who have a high disposable income which they enjoy spending on holidays. Their holidays are about intrinsic reward rather than brag factor – they crave high yield experiences.
Travel is a luxury, something we reward ourselves with and the research undertaken is a fundamental part of the enjoyment in the planning process. We wanted to satiate and exhaust that research time, to leave consumers truly convinced of the easily diverse and accessible offerings of Adelaide and its surrounds, to ensure visitation.
- Display media successfully put Adelaide ‘on the travel agenda’
- Online Ad Awareness +11%
- Message Association +13.3%
The long read articles successfully boosted both spontaneous mentions of Adelaide, and recall of the online ads Online Ad Awareness +37.8%
- Favourability +24.7%
- Intent to travel +30%
"We were thrilled to partner with Fairfax Media on this campaign, as the ‘Long-read’ article format was the perfect vehicle to bring the Adelaide destination brand to life. It was an important component of the overall campaign that allowed people to more deeply engage with what Adelaide has to offer a visitor, and drive intention to travel. The effectiveness results speak for themselves. The long read format delivered beyond our expectations, encouraging NSW readers to re-consider what they thought about Adelaide."
Marketing and Communications