For the first time, the brand will be adopted by all Government agencies that market South Australia to consumers, in sectors such as tourism, education, business, arts and migration.
Tourism Minister Jane Lomax-Smith says South Australia is leading the nation as the only State that will have one overarching consumer brand to market SA locally, interstate and overseas.
“Having one consistent message has been a hallmark of New Zealand’s award-winning 100% Pure campaign – one of the most successful destination marketing campaigns of recent years.
“Adopting the same strategy gives South Australia a competitive advantage when marketing itself as a great place to visit, live and do business.
“South Australia. A brilliant blend. builds on the State’s main strength – its wine reputation – without limiting its focus to wine. It reflects our diversity in a modern, creative and inspiring way.
“It also supports the growing confidence of South Australians in the future of their State, and is a brand that all South Australians can be proud of and get behind.”
South Australia. A brilliant blend. will promote the State as an unspoilt and unconventional destination.
“We want to appeal to travellers who enjoy outstanding wine and food, festivals and events, culture and history, unique nature, coastal, marine and Outback experiences and great lifestyle.”
The brand, developed by leading advertising agency kwp!, is the result of more than six months of research and planning by the South Australian Tourism Commission in consultation with a wide range of other Government agencies.
It will replace the award-winning Discover the Secrets of South Australia and more recent Rediscover Yourself and Discover the Unwinding Roads in the State’s tourism marketing campaigns.
It heralds a new era in promoting South Australia to the world with a consistent message across government.
Minister Lomax-Smith says there is a range of activities planned for the next few months to familiarise South Australians with the new brand.
“People will see the new brand at Adelaide Oval during tomorrow’s cricket match, at the Clipsal 500 Adelaide, and at other major events,” she says.
“This will be followed by a tourism marketing campaign, currently being developed around the new brand, to be launched in April.”
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