Case Study SA Water
Capturing the natural beauty of South Australia’s reservoirs to boost regional recreation.
As part of a plan to boost recreation space and drive regional tourism, the South Australian Government announced they would progressively open reservoirs across the state for the public to visit and enjoy.
Places of stunning natural beauty, the reservoirs feature walking trails and bike paths, as well as kayaking, fishing and picnic facilities. On behalf of the Government taskforce, SA Water engaged Fuller to develop a creative strategy for this project.
Specific requirements included:
- Production of a campaign style guide
- Videography and photography
- Website design
- Print and digital ads
- Social media content plan for Instagram and Facebook.
Fuller developed a creative strategy centred on the messaging Enjoy. Explore. Preserve.
Visually, inspiration was taken from the unique flora and fauna at each site to create a series of repeating illustrated graphics, and a flexible colour palette was used to enhance the diversity of activities available to visitors.
The serenity of the reservoir was captured by Fuller’s content creators and used to produce a series of 15 second and 30 second videos, as well as a suite of photos for roll out across social media, the website, and digital and print advertising.
A three-month social media plan and associated assets were developed for the Reservoirs South Australia Facebook page and Instagram account to reach a wide audience and showcase the range of activities on offer to visitors.
Since it’s opening in April 2019, more than 4500 people have visited Myponga Reservoir Reserve, including 2,500 on opening day to walk, cycle and run the trail.
The strong visitor numbers are paying dividends for local business owners, many of whom have report their busiest trading periods ever.
The creative strategy developed by Fuller will continue to be used as more reservoirs across the state are opened.