Kangaroo Island ad survey: Aussie tourists 41% more likely to visit, 2% of comments after cash-for-tweets exposé were ‘particularly negative’

Let yourself go: domestic target market 41% more likely to visit KI after seeing the ad

The South Australian Tourism Commission has released the results of a survey to show the impact of ‘Let yourself go’, a popular campaign for Kangaroo Island that courted controversy six months ago after revelations that celebrities were paid to tweets positive things about the island and the ad.

Domestic holiday makers are 41% more likely to visit Kangaroo Island after seeing the ad – directed by Jeffrey Darling with music by Eddie Vedder – while this metric rose by 52% among the campaign’s main target market of ‘high-yield experience seekers’.

Awareness of the ad in Sydney and Melbourne was measured at 29%, with 68% of the target market describing it as having “high appeal”.

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