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Colourful Kangaroos Invade London

25 June 2009

A mob of Kangaroo Island ‘roos are set to attract plenty of attention on London’s streets this week.

Twenty life-sized kangaroo ‘statues’ have appeared in landmark locations in London today, as part of an initiative to promote Kangaroo Island and South Australia.

South Australian and UK celebrities, students, artists and sponsors, including model Elle Macpherson, popular British morning television presenter Richard Arnold, Coopers and Adelaide-based body painter Emma Hack, have designed the kangaroos.

Tourists and Londoners will be encouraged to seek out the kangaroos over the next week and visit www.southaustralia.com to win a trip for four to Adelaide and Kangaroo Island.

The promotion comes ahead of this week’s G’day UK event, to be held in London. The campaign is being run by the State Government, with support from Qantas Airlines and Flight Centre UK.

Tourism Minister Jane Lomax-Smith says the unique promotion will create awareness and encourage Brits to consider a holiday in South Australia.

“The promotion is all about direct consumer engagement to raise awareness of Kangaroo Island and South Australia as a desirable holiday destination,” Dr Lomax-Smith says.

“By placing these quirky kangaroos in prominent locations, we’ll increase our exposure substantially with one of our key international markets.

“The UK is the largest single source of international visitors to South Australia, accounting for 22% of the market. UK visitors spent $86m in South Australia in 2008.

“The kangaroos that feature in this clever campaign will drive UK consumers to our website where they will discover that we’re a world-class education city, a place to do business and of course a perfect place to take an authentic Australian holiday for wildlife experiences, a taste of the Outback and our famous wines.”

The campaign will include a ‘viral’ element, with entrants spreading word of the hunt to friends and family via social networking websites Facebook and Twitter.

Key wholesale partner, Flight Centre UK, is looking to add even more value to the campaign to encourage bookings to South Australia.

Once the promotion is complete, most of the ‘roos’ will be auctioned off for charity.

Following the campaign, the 20 kangaroos will be auctioned for Gill Hicks OBE’s not-for-profit organisation Making a Difference for Peace.

Gill Hicks, from Adelaide, was the last person pulled out alive after the London 7/7 bombings. Now she is dedicated to deterring anyone from following a path of violent extremism through Making a Difference for Peace.

Bill Muirhead, Agent-General for South Australia and Andrew McEvoy, Chief Executive of the South Australian Tourism Commission, launched the promotion in London.

Media contact:
Public Relations Unit,
telephone +61 8 8463 4500
or email satc.pr.publications@saugov.sa.gov.au