Shorts/Recharge Getaways Sale

Overview

The SATC is breathing new life into the popular “Shorts” campaign, by extending its sale phases beyond a single Winter Season. These seasonal packages will be marketed as “Recharge Getaways” throughout the year, supporting the Shorts Book.

Campaign Summary

The campaign is designed to encourage South Australians to get out and experience more of their own state. We are competing against lethargy, staying at home, or even going for a Barbie at a mate’s house. Next weekend (or weekday), we want them to take a local holiday instead.

The SATC aims to attract South Australians’ attention, remind them they need to get away, and provide great offers that are easy to book.

The Recharge Getaways campaign is supported by $1.7 million marketing push. It will lead with television. Four concepts have been prepared that inject an element of humour whilst reminding locals just why they should get away. These commercials have the flexibility to allow inserting thematic footage to suit season, region or local event. All consumer traffic will be driven back to southaustralia.com where a comprehensive travel deals section will provide a range of easy to book packages at competitive prices.

Consumers can book these packages through the South Australian Visitor & Travel Centre.

The media plan includes television, retail press, radio and direct mail to the SATC database. A partnership with Advertiser Newspapers Pty Limited (APNL) delivers a collection of SA exclusive editorial features giving locals new ideas for weekend getaways and inspiring to try something new.

Who are we talking to?

The target audience for this campaign is very broad – South Australians 25–65 years old, young couples, families, working older couples and retirees.

The campaign targets a motivation that is common amongst all these segments, the core message focusing on a common reason why people go on a local holiday: “I need to recharge”.

The campaign will run with heavy emphasis in the Adelaide metro area but will include regional SA in the television buy, plus the broader distribution of The Advertiser and Sunday Mail. Direct Marketing will be to all South Australian residents on the SATC database. Radio will have a metro focus.

Why "Recharge"?

The notion of “recharging” is universal. It’s part of the vernacular. Everyone feels flat every now and then and wants to get away, not necessarily for a holiday, but just for a few days to rest, relax and “recharge” so they have the energy to face everyday life once again.

The campaign sets up and reinforces this motivation for a weekend away, in a fresh, fun and memorable way. It is designed to break the pattern of apathy and put it into people’s minds that a “Recharge Getaway” in South Australia is what they need to relax and forget about the pressures of life for a while. And it’s affordable and easy to do.

Timing

The Intrastate campaign runs from November 2009 to June 2010. The next version of the Shorts book will be launched in February 2010.

Get Involved

Individual tourism operators in South Australia can benefit from this campaign in several ways:

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.
Make sure you have a great website, are buying Search Engine Keywords to encourage visitors to contact you directly. Research suggests much local travel is booked direct.