South Australian Tourism Commission

Creative campaign to boost intrastate tourism in SA.

The Brief

How do you encourage South Australians to fill in the state tourism void created by COVID border closures?

When state border closures due to COVID-19 reduced the number of interstate visitors to South Australia, the CBD and regional hotel room vacancy rates increased significantly. Tour operators around the state experienced a similar challenging situation.

To drive vibrancy back into the Adelaide CBD and regions, and stimulate the visitor economy, SATC devised the Great State Voucher scheme. The scheme offered visitors $100 and $50 vouchers for accommodation around the CBD and in regional destinations, and up to $200 vouchers for tourism experiences.

SATC approached Fuller to create a campaign to raise awareness about The Great State Voucher scheme and drive visitation. Following the overwhelming success of the campaign in the first two rounds, Fuller was approached for rounds three and four of the scheme as well.

Services Provided

Creative Campaigns, Communications, PR & Social Media, Film, Photography & Audio, Digital Marketing & SEO, Design & Motion Graphics

Fuller developed the creative concept and messaging for the campaign, and produced a series of films featuring SA’s best hotels and stays.

This is the way to SA: a follow-up series of films featuring tour operators from around the state gave tourists a glimpse of the amazing experiences SA had to offer.

The films were deployed across digital channels, including Facebook, Instagram and Catch Up TV.

  • 75,000

    When the first round of vouchers launched, almost 75,000 vouchers were allocated in just 39 minutes.

  • 36,000

    Round two of the Great State Voucher scheme generated more than 36,000 bookings – and attracted over 1.1 million product views through the southaustralia.com website.

  • 60,000

    Between round one and two of the vouchers, more than 60,000 bookings were made, worth more than $31 million to the South Australian economy.