Marketing
Issue No. 47 - June/ july
‘Big push’ well-timed
The South Australian Tourism Commission (SATC) has recently launched its largest domestic marketing campaign in a decade, starting a multi-year effort to increase South Australia’s appeal as a holiday destination.
Experienced travellers from Sydney, Melbourne and Adelaide have been targeted in an aggressive new marketing campaign that showcases the State’s unique holiday experiences.
As well as committing to the key objectives of the South Australian Tourism Plan 2009-2014 such as building industry capacity and improving distribution channels, the SATC has identified communication as a key focus area, with two associated strategies articulated as:
1. Better communicate the best of what the target audience wants to buy.
2. Leverage partnerships that help us to reach the target audience with the most compelling message and offer possible.
“The latest domestic marketing campaign will help fulfil this communication goal by reaching consumers with the right message through the right media at the right time, by marketing more directly and with greater impact,” says SA Tourism Commission Executive GM of Communications, Steve Kernaghan.
Steve says much of the effort has gone towards attracting editorial attention to remind eastern Australia about SA’s attractions. Many writers have been happy to join the media familiarisation program.
Another focus area has been gaining listings on Australian Tourism Data Warehouse, the database which serves most state and national tourism portals: SATC subsidises operators’ entries which appear on about 100 websites for consumers. South Australia’s $4.5 million marketing push into the eastern states is well timed, with anecdotal evidence showing consumers are looking to travel closer to home. It’s aimed at a high-spending cohort. Figures show about 25% of the tourists do 75% of the spending while on holiday. These big spenders are typically middle to high-income couples who trave...
