Isn't It About Time
Campaign overview
2009/2010 sees the second phase of the “Isn’t It About Time” campaign launched in Feb 2009. Click here for background and results.
This year builds on the success of the first phase with:
- increased overall budget
- even more big-impact editorial pieces
- Addition of database marketing
- Increase in Search Engine marketing
- Increased emphasis on SouthAustralia.com
- Seasonal deals (summer, autumn, winter)
- Particular focus on the Victorian market
Target
‘Isn’t it about time’ targets interstate Greg and Helen showing them some of South Australia’s most aspirational holiday experiences, supported by retail offers sold through our South Australia Visitor & Travel Centre.
The campaign is supported by a $6.1 million targeted marketing push through television, newspaper, magazine, cinema, digital and direct mail to our target market in Melbourne and Sydney, as well as nationally.
How will it work?
- PR and editorial will focus on experiences right across South Australia. This includes our editorial inserts, features, and famils.
- Particular PR focus will be given to experiences that Greg and Helen have indicated are likely to attract them to visit: South Australia’s diverse wine country and cellar door experiences, swimming with sea lions on Eyre Peninsula, nature/ experiences in the Flinders/Outback and our summer events season.
- Particular advertising focus will be given to experiences that Greg and Helen have indicated are likely to attract them to purchase: experiencing Adelaide and its surrounding wine regions (“over 200 cellar doors on your doorstep” concept) and a luxury island experience on Kangaroo Island.
- 60- and 30-second TV commercials have been produced promoting Adelaide’s cellar door experiences, which will be aired from 1 February in Sydney and Melbourne. 78- and 60-second cinema adverts will also run in Sydney and Melbourne from February to May.
- Strong retail offers will promote holiday experiences in South Australia’s wine regions within an hour of Adelaide, running from 1 February.
- Southaustralia.com and phone lines will act as the key calls to action for direct bookings and enquiries through the South Australian Visitor & Travel Centre.
- A softer call to action will encourage Greg and Helen to SMS a keyword to 13 GO SA, to be sent a free copy of the South Australian Wine and Food Guide. This will be accompanied by a retail flyer offering wine holiday deals and a questionnaire which will be used to improve the SATCs consumer database.
Get Involved
Individual tourism operators in South Australia can benefit from this campaign in several ways:
- 1. We are inviting operators to participate in the Recharge Getaways Campaign which will include all regions of the state and consist of two more seasonal offers, during Autumn and Winter. Travel dates for these periods will be (Autumn) 14 February-30 April 2010 and (Winter) 2 May-31 August 2010. Operators will need to provide a package offer for a set number of nights with value add components built around their accommodation plus an extra night free of charge on a room only basis. The rate will be displayed as a total package cost on a twin share basis (in a similar format to the current Shorts book). All offers must be commissionable at 20% and bookings will be accepted through the SA Visitor & Travel Centre and online via southaustralia.com (for operators with a Book Now facility).
Should you require any further information or wish to register to participate for either Autumn or Winter (or both) campaigns, please contact Alda Ward, phone (08) 8463 4604 or email alda.ward@tourism.sa.com
- For every one person that calls the SAV&TC, another 3 call travel agents, so make sure you are commissioning your product domestically through wholesale and retail chains.
- And for every one person that calls SAV&TC, another 4 go online. Make sure you have a great website, are buying Search Engine Keywords, and are selling through Online Travel Agents, such as Wotif.com.
Feel free to align your marketing in some of media that we are in. For example, The Sydney Morning Herald and the Melbourne Age audiences will be seeing a lot of South Australia being promoted. This is a “primed” audience to sell to.
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