South Australians are being called back to their coast in a new campaign by Fuller, encouraging locals to dine, stay and explore while supporting the people and communities who make these destinations extraordinary.
In recent months, naturally occurring algal blooms impacted coastal areas across South Australia, placing tourism-dependent communities under growing economic pressure and uncertainty.
Working within the South Australian Tourism Commission’s (SATC) existing Coast is Calling brand platform, Fuller’s design team rapidly developed a cohesive suite of digital, radio, print and out-of-home assets using SATC’s extensive media library.
A cinematic 60- and 30-second television commercial, shot across the Yorke Peninsula and Fleurieu Peninsula, brought the campaign to life.
The vision of real locals – including surfers, café owners, families and small business operators – led the storytelling, layered with immersive ocean soundscapes and a heartfelt, optimistic voiceover from Fleurieu Peninsula local, Sticks.
The campaign was designed to respond in real time to changing health conditions and bloom updates, working as effectively for regional coastal towns as for city beaches, while inspiring confidence without downplaying the seriousness of the situation.
“By placing real South Australians at the heart of the story, we wanted to shift focus from environmental disruption to community resilience,” said Will Fuller, Managing Director of Fuller.
“We wanted the campaign to be a rallying cry – a call to shift focus from disruption to solidarity and remind South Australians their coast still needed them. A call to support the people who make our coast so special, because while the water may have been uncertain, our support didn’t have to be.
“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.”