In 2018 the travel industry was shaken up by a few key campaigns which challenged the marketing rule book. One organisation ruptured the status quo more than most – the South Australian Tourism Commission (SATC).
Adelaide and South Australia have always been challenger brands and in 2018 the SATC stepped up the game in trying to stand out from the crowd. Included in its recent marketing risks was the recruitment of Chinese megastar Huang Xiaoming as a brand ambassador, a partnership with Masterchef Australia and Gary Mehigan, and the launch of a purely unbranded, CTA-free, ad campaign followed by a 120 hour stream online.
In this session, Director of Marketing for the SATC, Brent Hill, will explain why 2018 was the year South Australia pushed the marketing boundaries, what its strategy has been, how it has been delivered and whether it’s working as planned.