Shorts
Campaign Summary
The Intrastate Shorts campaign aims to inspire South Australians to see and experience more of their own state. The South Australian Shorts book is the key reference for intrastate consumers.
The Shorts Intrastate campaign is supported by a $1.1 million targeted marketing push through television, press, editorial, catalogue inserts and direct mail to over 50,000 loyal Shorts supporters.
The Intrastate campaign runs from November 2008 to June 2009.
Why Shorts?
- The South Australian Shorts program will play a significant role in promoting regional holidays to the intrastate market. The Shorts book is the backbone of the campaign.
- The Shorts book features over 340 holiday offers, including accommodation, tours and attractions. 120,000 copies have been produced for distribution to intrastate consumers and the travel trade.
- The South Australian Shorts book is launched at the AFTA Travel Expo on 6th February 2009.
What is the Shorts Intrastate campaign?
- The SATC provides ongoing support for Postcards and Discover television programs. Both provide valuable editorial and promotional opportunities to market experiences and products for the local tourism industry.
- Media partnerships have been developed with Channel 7 and 9 to promote South Australian holiday experiences from the eyes of key media personalities. Personalities include Kym Dillon, Kate Collins, Keith Conlon from Channel 9 and David Koch, Jane Doyle and Melody Horrill from Channel 7. A series of television commercials featuring these personalities air from January to June 2009 and are supported by a series of Shorts retail TVC’s featuring Keith Conlon, promoting the Shorts book and Winter Sale.
- Following the launch of the Shorts book a distribution plan will be implemented consisting of direct mail and press advertising.
- A partnership with Advertiser Newspapers Pty Limited (APNL) has resulted in a collection of editorial features highlighting the best of South Australia holiday experiences in The Adelaide Magazine and Escape themed editions.
- The Adelaide Annual, released in December 2008 featured an events calendar promoting city and regionally based events taking place throughout South Australia through to July 2009.
- The successful Shorts Winter Sale campaign will take place over the winter period offering consumers an extra night free when booking a Shorts holiday. It will be promoted through a retail catalogue, press and direct mail advertising.
What will the Intrastate campaign achieve?
- Increase awareness of regional South Australia to the intrastate market.
- Increase the number of Intrastate consumers considering South Australia regions as a holiday destination.
- Encourage South Australians to try a new holiday experience in their own backyard.
- Distribute all 120,000 Shorts books
- Increase Shorts and Winter Sale bookings, and boost visitation to local attractions, and businesses throughout the state.
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