In a world that seems to be moving increasingly quickly, it’s nice to take some time to disconnect from the noise and reconnect with what’s important.
That’s the theme behind South Australia’s new destination marketing campaign 'Celebrate the Simple Pleasures'.
Developed by South Australian agency Frame Creative, the campaign is designed to be a celebration of local creativity and culture, coming to life through a collection of works by SA artists, photographers, musicians, makers and creatives.
In a move away from traditional tourism marketing campaigns, which typically feature a single hero TV commercial, the Simple Pleasures campaign will feature an ongoing series of episodes and content aimed at growing South Australia’s appeal and subsequently our state’s visitor economy.
The new campaign highlights the abundance of moments on offer in South Australia that make travel and life meaningful, positioning our State as a sanctuary for those who appreciate the simple pleasures in life and seek to relax and unwind, create meaningful memories away from home or seek a unique adventure.
Food and drink are a key theme of the first burst of the campaign, commencing with television spots The Simple Pleasure of a Long, Long Lunch, The Simple Pleasure of Pipis to Plate, and Harvest Eyes, all which highlight the natural beauty of our State.
The launch of the campaign has been timed to coincide with AFL Gather Round, when the nation’s eyes will be on South Australia once again as footy fans flood our State – including for the first time, two matches in the Barossa.
The launch of the Celebrate the Simple Pleasures campaign also follows last week’s historic announcement that United Airlines will start direct San Francisco to Adelaide flights in December this year.
The initial burst of outdoor and print advertising will feature striking artworks by South Australian artists Cecilia Gunnarsson, James Brown, Mickey Mason, Mike Barr and Lisa Temple.
South Australian Tourism Commission CEO Emma Terry said the campaign was about "celebrating our South Australian way of life and inviting the rest of the world to come and enjoy it".
"Wherever you go in South Australia, you’re met by locals inviting you to share the pleasure they take in what they do," she said.
"Tourism is a very competitive industry – that is why we’ve taken a creative approach to tell that story in a distinctly South Australian way.
"I look forward to working with our industry to maximise the opportunity presented through this new brand platform."
The campaign is live from this week across the State’s key domestic markets including Victoria, New South Wales, Queensland, Western Australia and South Australia.
From mid-2025, the campaign will begin to roll out across key international markets including New Zealand, Singapore, China, UK, Europe and North America.
