South Australian Tourism Commission

A post-lockdown campaign to encourage South Australians to 'Go To Town'.

The Brief

A campaign to encourage South Aussies to spend a day or night in our beautiful city.

After the July 2021 lockdown, the streets of Adelaide fell silent. COVID-19 had scared people away from offices, bars, restaurants and hotels.

As a result, the businesses in our famous city square mile were on their knees.

In response, the State Government briefed Fuller on creating an actionable campaign to encourage South Aussies to ditch their ugg boots and Uber Eats for a day or night in our beautiful city.

Services Provided

Insights & Strategy, Creative Campaigns, Design



Following a strategic communications process involving workshops and market research, Fuller developed ‘Go To Town’ — a call to arms for the people of Adelaide.

The campaign included out of home, radio, print and an integrated digital campaign that provided punters with discounts, vouchers and a whole range of cool incentives and reasons to Go To Town.

With Friday becoming the unofficial ‘work from home’ day for many office workers, Fuller also developed a series of FOMO Friday events.

FOMO Fridays included pilates in the parks, games in the squares, doughnuts in offices, live music in laneways, and huge pop-up street parties over four Friday nights.

We even kitted out an old party bus with DJ decks and a huge sound system!


As a result of the campaign, thousands of previously M.I.A. office workers ventured back to the city for fun, frivolity and few frothies to celebrate living in the best city in the world: Adelaide.