September – November Shorts Value Add Campaign

Our 2008 Shorts Winter Sale campaign boosted sales to regions close to Adelaide. Due to the weather, consumers used this opportunity to book short holidays in areas that offered “cosy winter fireplace escapes” - with regions benefiting the most including Clare Valley, Adelaide Hills and the Barossa.

To encourage consumers to travel to regions further from Adelaide, the South Australian Tourism Commission created a value add campaign in conjunction with SeaSA Ferries and the Department for Environment and Heritage.

Four value add offers were initiated to direct people to book Shorts holidays on the Eyre Peninsula, Limestone Coast, Kangaroo Island, and Flinders Ranges and Outback – with an additional petrol voucher for a limited number of Shorts holiday makers.

To communicate these great offers, a retail direct mail piece was created with a distinctive Shorts personality, sent to the database of people that requested Shorts books earlier this year. The call to action included southaustralia.com and a 1300 phone number directing people to the SA Visitor & Travel Centre.

The first 200 people to book a Shorts Holiday would receive a $50 BP Petrol voucher, and if they booked to the Eyre Peninsula, Kangaroo Island, Flinders Ranges and Outback, or Limestone Coast, they were entitled to receive a voucher to save on attraction entry or travel cost.

Delivery of the postcards began on 8 September and was supported by southaustralia.com and the Adelaide Airport website. The campaign period was 15 September 2008 to 16 November 2008.

A competition also appeared on the Shorts section of southaustralia.com during this same period, offering a $450 SA Visitor & Travel Centre gift voucher to people entering their contact details into the draw.