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200 Cellar Doors star in new SA Tourism Marketing push

It’s part of the State’s biggest ever domestic marketing push.

“The campaign strongly promotes the fact that Adelaide has more than 200 cellar doors less than an hour’s drive away. That’s less time than many Sydneysiders and Melbournians spend on their commute to work each week day.

“The campaign positions Adelaide and its surrounding wine regions as a cosmopolitan, beautiful and relaxed destination where visitors can reconnect with themselves and their partners in indulgent, authentic surroundings.

“Extensive research shows that this is the holiday experience our target audience craves, and it’s exactly what our State delivers so well to visitors.”

The opening week of the new campaign was a success after a web-only, ‘viral’ campaign resulted in 200 wine-region short breaks being snapped up in just five days.

“People are increasingly researching and buying holidays on the internet so in support of this campaign, the State’s www.southaustralia.com tourism website now features new wine and food information and holiday offers,” Dr Lomax-Smith says.

“A new wine-themed TV commercial has also been produced by the South Australian Tourism Commission and is airing nationally with an emphasis on the Sydney and Melbourne markets.”

As part of the campaign, the SATC has produced a new South Australian Wine and Food Guide, which makes it easier for visitors to plan their wine and food experiences throughout the State.
“The Rann Government’s $7.8 million investment this financial year in the Isn’t It About Time campaign has delivered a hugely successful $14.2 million domestic marketing push through strategic trade and media partnerships.”

Research shows that for every dollar spent on the Isn’t It About Time campaign, visitors have injected $8 into South Australia’s economy.
South Australia has recorded a 9% rise in annual tourism expenditure, pumping $4.6 billion into our economy, compared to a national decline of 2% in visitor expenditure.

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