The core insight was “River Revival”, a play on words that supported the brand tagline “Rise Up for our River”. This suggested that the South Australian public could play an important role in the recovery of the Riverland by accessing Revival vouchers.
The focus of the campaign was on real Riverland people (a.k.a Riverlanders) who were struggling with flood damage and closed businesses. These ‘heroes’ became the campaign spokespeople featured throughout the campaign.
With a close connection to South Australia’s regions, Fuller was pleased to be able to play our part in the recovery to help the Riverlanders get back on their feet.
The campaign showcases iconic river locations, highlights tourism operators along the river and calls on South Australians to throw their support to impacted river communities. It launched state-wide across TV advertising, radio, print, outdoor and newspaper wraparounds. It was also supported by substantial digital marketing and social media.
With a profound 5,000 registrations for our River Revival Vouchers in the opening 5 minutes to the public – even our Premier was impressed with the figures (watch video).
RESULTS
With three rounds of vouchers scheduled across the year, we were pleased to see the South Australian market Rise Up.
Round 01
-
140,000
Almost 140,000 people registered for the available experience and accommodation vouchers
-
$1.8 million
$1.8 million generated in voucher bookings alone in the regions
Round 02
-
110,000
Just over 110,000 people registered for the available experience and accommodation vouchers.
-
$5.6 million
$5.6 million generated in voucher bookings – almost doubling the broader economic impact of the first round