South Australian Tourism Commission
A national tourism campaign designed to stop people in their tracks.
2023 was a massive year for South Australia. From record-breaking tourism levels to world-first events choosing SA as home, the state was bursting with a new-found energy and confidence – and the world was taking notice.
So when the South Australian Tourism Commission and State Government commissioned Fuller to create a 12-month national tourism campaign, the brief was clear: create something unmissable that reflected the energy of the state and left audiences with a clear reason to visit.
The result was Travel. Our Way. – a bold tourism campaign that challenged people to forget the usual holiday and experience South Australia differently.
48%
Increase in traffic to SouthAustralia.com
34%
Increase in organic search
43%
Increase in Tourism Data Warehouse leads
Challenge
The campaign needed to challenge the status quo.
Our target audiences were increasingly looking for outdoorsy, adventurous experiences and opportunities to immerse themselves in a destination. South Australia had all of this in abundance, but needed to break through the conventional expectations of what a tourism campaign – and a South Australian holiday – should look like.
The opportunity was to create a new attitude for South Australia: one that built pride intrastate while demanding attention interstate.
Insight
Fuller took a strategic risk with the underlying insight for Travel. Our Way.
Consumer research showed travellers were looking for a change from the typical holiday experience. They wanted something more adventurous, more immersive and more authentic.
So rather than presenting South Australia as another picture-perfect destination, we leaned into what made it different.
Idea
We created a new way of travelling – one that was about much more than simply taking a holiday.
Travel. Our Way. challenged people to reconsider the predictable holidays that saw them heading to the eastern states, offering an antidote to the polished, picture-perfect travel experiences that had become all too familiar.
The campaign drew on Lenny Kravitz's iconic track Are You Gonna Go My Way to create a confident, energetic platform that invited audiences to take a different path.
The message was simple: travel the usual way or Travel. Our Way.
Campaign
The creative approach focused on showcasing South Australian experiences in ways that were less typical than audiences would expect from a tourism campaign.
From heli-camping in the ancient Flinders Ranges to shark cage diving, a pit stop at a luxurious outback pub and everything in between, the campaign captured the human side of adventure.
The visual aesthetic carried through photography, OOH, digital and social, allowing the journeys and characters at the heart of the campaign to travel well beyond the hero film.
Film
To bring the campaign to life, Fuller engaged award-winning Hollywood director and South Australian resident Mark Webber, alongside renowned Australian cinematographer Katie Milwright.
Together, they created a cinematic journey across the state that captured the raw and real moments of South Australian travel.
The result was a human-centric campaign designed to appeal to people ready to let go, get dirty and experience somewhere truly extraordinary.
Launch
The campaign launched just prior to the first bounce of the AFL Grand Final, giving South Australia a national stage and ensuring the campaign landed with maximum impact.
Travel. Our Way. hit the airwaves in a big way, challenging tourists to pack their ‘up for anything’ attitude and venture south for seriously real, raw and refreshingly rugged experiences.
