Dentsu’s Carat SA and Merkle secure South Australian Tourism Commission account

Two dentsu companies have secured the South Australian Tourism Commission domestic account for 2023-24.

Carat South Australia will be responsible for media planning, buying and strategy for the tourism commission. The agency has worked with the SATC since 2021, and recently retained its position on the South Australian Government’s master media panel.

In addition, dentsu’s customer experience company, Merkle, will be heading up the programmatic buying for the account.

South Australia has committed to growing its visitor economy to $12.8 billion by 2030.

Adele Gibb, Carat SA managing director, said, of the tourism targets: “Here at Carat we are so proud of the wonderful state we live in, and we are so pleased to be able to play a crucial role in elevating South Australia’s tourism regions to help the Commission hit its 2030 commitment.

“The South Australian Tourism Commission is one of the most exciting accounts in Adelaide, and we are privileged to work alongside their amazing team to highlight what our state has to offer.”

Steve Yurisich, Merkle ANZ CEO, said: “South Australia is a phenomenal place to explore, from wineries and beaches to the red sand up in the Flinders Ranges. It’s incredibly exciting to be pairing the skills from our Merkle team with the media strength of Carat to deliver more meaningful, personalised, data-driven experiences for people wanting to visit the state.”

Erik de Roos, South Australian Tourism Commission’s executive director of marketing, said he was impressed by Carat’s strategic thinking during the procurement process, and “how they would implement their strategy to ensure that we achieve both our brand and performance media objectives, to drive outcomes for our state’s tourism industry.”

Carat SA has worked with the South Australian Tourism Commission since May 2021.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.