South Australian Tourism Commission

Answering the Coast's Call

THE BRIEF

Rallying South Australians to support the coast through challenging tides

When an algal bloom impacted coastal areas across South Australia, tourism-dependent communities faced growing economic pressure. Partnering with the South Australian Tourism Commission, Fuller was tasked with encouraging locals to keep dining, staying and exploring.

Working within the Coast is Calling platform, we built a multi-channel campaign that integrated Dining Cashback Vouchers to drive bookings. A cinematic TVC, shot on the Yorke Peninsula and Fleurieu Peninsula, featured real locals and celebrated resilience.

More than a tourism push, the campaign became a rallying cry – a call to shift focus from disruption to solidarity and remind South Australians their coast still needed them.

 

Services Provided

Strategy, Creative, Production and Design

THE CHALLENGE

The algal bloom presented an unpredictable and fast-moving situation.

With this in mind we needed to create a campaign that could respond
in real time to changing health conditions and bloom updates. It needed to work as effectively for regional coastal towns as it would for city beaches
and inspire confidence and action – without downplaying the seriousness
of the situation.

Speed, sensitivity and flexibility were critical.

THE INSIGHT

While we couldn’t control the bloom, we could control how we 
showed up for the people behind the coast.

The real risk wasn’t just environmental – it was economic and emotional. 
Coastal communities rely on visitors not only for income, but for morale. 
This became a call to action for South Australians to keep showing up;
reserve the table and book the night away.

CAMPAIGN STRATEGY

Fuller’s design team rapidly developed a cohesive suite of digital, radio, print and out-of-home assets using SATC’s extensive media library.

With timelines compressed and information evolving daily, our creative system was built for agility – allowing messaging to pivot in line with the latest updates while maintaining a consistent visual and tonal world.

As the situation progressed and SATC introduced Dining Cashback Vouchers to stimulate visitation, we seamlessly evolved the campaign messaging to accommodate this.

The creative retained the emotional core of Coast is Calling while shifting 
to more direct calls-to-action – driving bookings, reservations and overnight stays without losing the campaign’s human warmth.

The result was a living platform, capable of flexing with the facts while 
keeping the message steady: the coast still needs you.

THE FILM

With the long-term outlook of the bloom still uncertain, we partnered with some of South Australia’s best creative and production talent to bring the platform to life through a cinematic 60” and 30” TVC.

Shot across both Yorke Peninsula and Fleurieu Peninsula, the film captured the heart of South Australia’s coastal communities.

Real locals took the lead from surfers and café owners, to local families and small business operators, grounding the story in authenticity. Moving ocean soundscapes layered with a heartfelt voiceover from Fleurieu Peninsula local ‘Sticks’ created a tone that was reflective, proud and hopeful.

Rather than ignoring the moment, the film acknowledged it – 
and chose optimism. It offered locals something to be proud of. And it gave South Australians
a powerful reason to get behind the people who make the place.

THE OUTCOME

By placing real South Australians at the heart of the story, the campaign shifted focus from environmental disruption to community resilience. It reminded the state that while nature can test us, solidarity sustains us.

Through a deeply human lens, SATC, Fuller and a cast of incredible local creatives helped ensure the coast remained not just open — but supported.