South Australian Tourism Commission launches Santos Tour Down Under campaign via Carat Adelaide

South Australian Tourism Commission has launched the Santos Tour Down Under campaign commencing 8 July 2022, via Carat Adelaide.

The announcement:

Returning after a three-year hiatus due to COVID, the Santos Tour Down Under (TDU) pivoted over the last two years to become the Santos Festival of Cycling, with the objective of re-engaging with TDU audiences.

The 2023 TDU campaign will seek to capture the growing cycling enthusiast audience in Australia which has grown by 69% post-COVID and position the Santos Tour Down Under as the ‘Grand Slam’ of Cycling, to be held in the beautiful regions of South Australia in 2023.

The multi-channel campaign via Carat Adelaide includes TV, Connected TV, Digital, Social Media, Search, Print and OOH.

Says Hannah Fisher, client director, Carat Adelaide: “The Santos Tour Down Under has been around for as long as I can remember, and the fact that we can bring it back to Adelaide in its full force after this long, is something so special to us. We are genuinely excited to win this campaign under the South Australian Government master media agreement and appreciate South Australian Tourism Commission giving us the opportunity to help reignite.”

Says Jemma Knight, general manager marketing and communications, Events South Australia: “After working with Carat Adelaide on the Santos Festival of Cycling campaign, it is exciting to once again work with the team to celebrate and communicate the return of the Santos Tour Down Under next year.”

“The 2020 event attracted 44,800 visitors from interstate and overseas injecting $66.4 million into the South Australian economy – as one of the most significant major events in the state, we look forward to welcoming the international cycling community to South Australia in 2023.”

Credits

Carat team:
Hannah Fisher (client director)
Claire Bryan (senior digital manager)
Madalene Harding (client executive)

Source: dentsu