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TBWA\Adelaide releases first campaign for the South Australian Tourism Commission

TBWA\Adelaide has released its first work for the South Australia Tourism Commission since winning the $4.95m account in April.

Titled ‘Rewards Wonder’, the TV ad features Adelaide AFL star Eddie Betts, Olympic swimmer Kyle Chalmers and musicians Germein exploring the attractions South Australia has to offer, including the Adelaide Oval RoofClimb, exploring the Coffin Bay oyster farms and sitting on the banks of the Murray River.

Directed and led by TBWA Melbourne and Adelaide’s chief creative officer, Paul Reardon, the commercial will be aired during the national AFL Grand Final on Saturday and aims to expose South Australia’s “unique wonders”.

“Five days, non-stop filming, no scripts – it’s a totally different way of showing the state that we haven’t seen before. South Australia has so much to offer, we could have made a 10-day film. Maybe next time,” Reardon said in a statement.

David Ridgway, minister for trade, tourism and investment, said the rewards wonder campaign takes Australians on a journey across the state.

“By streaming five continuous days of vision across the length and breadth of SA, we give potential visitors much more than just a cursory glimpse of the amazing experiences they can have here.”

Rodney Harrex, South Australian Tourism Commission CEO, added: “By streaming five continuous days of vision across the length and breadth of SA, we give potential visitors much more than just a cursory glimpse of the amazing experiences they can have here.

“The first phase of our campaign began with unbranded images of South Australia placed across Sydney, Melbourne, Brisbane and Adelaide, and piqued curiosity of what we have on offer.”

TBWA officially opened its Adelaide office in July led by Kimberlee Wells, CEO of TBWA Melbourne and Adelaide.

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