Time for a 'holiday affair in SA

By: Chris Smith

Eastern States residents will be invited to have a winter ‘holiday affair’ in South Australia through a major $2.1 million

Eastern States residents will be invited to have a winter ‘holiday affair’ in South Australia through a major $2.1 million Rann Government advertising blitz.

Tourism Minister Jane Lomax-Smith has launched the new Holiday Affair campaign, which invites people to book holiday packages in some of the State’s most popular regions.

Television, newspaper and magazine ads will run in the key markets of Melbourne, Sydney and Brisbane, complemented by the SA Shorts winter sale to begin in South Australia later this month.

Segments on South Australia will also run during the high-rating Sunrise morning television program.

"We want to bring more high-spending interstate tourists into South Australia during the traditionally quieter winter months," Dr Lomax-Smith says.

"Last year, ABS data showed hotels, motels and serviced apartments recorded the highest June and September quarterly occupancy rates since data was first collected in 1997.

"The campaign, developed by the South Australian Tourism Commission, focuses on areas popular with the target audience, including Adelaide, our wine regions and Kangaroo Island.

"We have used updated research to identify exactly which holiday packages will lure high-spending visitors and which media channels we can best reach them through.

"The Holiday Affair campaign will include advertising in the magazines of metro daily newspapers in three key cities, a direct mail-out to more than 100,000 households and a website where people can build itineraries and book their South Australian holiday online.

"Qantas Holidays has also come on board as our major marketing partner, and will boost our campaign coverage with extra magazine, television and online promotion.

"The SA Shorts campaign aims to motivate locals to take another look at their beautiful backyard.

"South Australia has so much to offer visitors in winter and beyond and through this campaign we will be making sure that potential high-spending visitors know about the best holidays on offer here.

"Our research has found that raising the target market’s awareness about the best South Australian holidays is a key step towards reaching our goal of $6.3 billion in tourist expenditure by 2014."

During the Holiday Affair promotion, visitors will be able to choose from a range of packages and holiday itineraries that focus on the themes of:
  • ‘A Gourmet Affair’ (featuring Adelaide, the Barossa and McLaren Vale)
  • ‘An Island Affair’ (featuring Kangaroo Island)
  • ‘The Best of South Australia’ (featuring four regions)

These regions were chosen based on the feedback of the consumers being targeted – as holidays with high appeal that won out over competitive destinations interstate and overseas. Future campaigns will include other parts of SA including the Eyre Peninsula and Murray River.

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