South Australian Tourism Commission

A high profile event to support the SATC's Year of South Australian Wine campaign.

The Brief

Drive tourism to South Australian wine regions through an immersive, high profile event.



Following a competitive pitch, the South Australian Tourism Commission (SATC) appointed Fuller to create and manage a high profile event to support the Year of South Australian Wine campaign.

The objectives of the event were to create a disruptive and engaging activation for consumers, and generate influencer and media buzz resulting in tangible coverage.

The specific event requirements were: 

  • Take over and transform a well known public space in Adelaide;
  • Build an event capable of hosting 350 people;
  • Create a memorable event activation for Merrick Watts, Hans and VIP guests;
  • Engage local businesses (bars, restaurants) to partake/partner in the activation; and 
  • Engage SA wineries to take part and pour wines at the event. 

In addition, the event had to be organised and executed within a tight time frame — less than four weeks — while adhering to COVID Safe event best practices.


In recognition that South Australians aren’t just drinking wine — we’re making wine — Fuller developed the ‘Adelaide Street Stomp’ event concept.

On the evening of Friday 26 March 2021, the Lion Arts Courtyard in Adelaide’s CBD was transformed into a vinous pursuits for 350 invited guests to get their hands (and feet) dirty in celebration of South Australian wine.

Four immersive wine experiences were created by local artists representing the four stages of the wine-making process: pick, crush, blend and bottle.

Tastings were on offer from all South Australian wine regions, along with pizza supplied by Sunny’s.  Entertainment was provided by MC’s Hans and Merrick Watts, as well as local DJs.

Fuller managed and coordinated all event logistics and captured photo and video content on the night.


Within incredibly tight timeframes, Fuller delivered the Adelaide Street Stomp event on-budget and on-time.

The event reached maximum capacity with 350 people in attendance, with strong participation in all immersive experiences. Media coverage was secured in high-profile media outlets in South Australia. 

As a result of the success of this event, Fuller has been asked to manage additional events supporting the Year of South Australian Wine campaign, on behalf of SATC.