In Tourism

South Australia Minister for Trade Tourism and Investment David Ridgway

South Australian Stars Come Together To Showcase State In New Tourism Campaign

Victor P Taffa

An array of high-profile South Australians from Olympic athletes and AFL stars to award-winning chefs, musicians and winemakers feature in an innovative new South Australian Tourism Commission campaign, unveiled today.

Rewards Wonder Campaign

Rewards Wonder campaign showcases the many unique wonders of South Australia and will include a five-day live stream activation in Rundle Mall and on-line using 120 hours of continual footage of South Australia.

Kicking-off with a 60-second teaser TV commercial, to be played during the national AFL Grand Final broadcast on Saturday, the campaign features Crows’ star Eddie Betts doing the Adelaide Oval RoofClimb with Gavin Wanganeen, Olympic gold-medallist Kyle Chalmers diving into waters off Port Lincoln and experiencing Coffin Bay oyster farms, while sibling musicians Germein play a set by campfire on the banks of the River Murray and Racheal Leahcar sings in the dunes above Pondalowie Bay. 

“We are thrilled to have had the support of so many passionate and talented South Australians in our latest campaign, which promotes our world-class tourism offering through a different lens.” Minister for Trade, Tourism and Investment David Ridgway said.

“As a government, we are constantly looking to raise the bar in relation to how we market South Australia to the world, and the Rewards Wonder campaign takes viewers on an immersive, in-depth ‘journey’ across our glorious state.”

“By streaming 5 continuous days of vision across the length and breadth of South Australia, we give potential visitors much more than just a cursory glimpse of the amazing experiences they can have here.” Minister Ridgway said.

South Australian Tourism Commission Chief Executive, Rodney Harrex, said 65 tourism operators, 10 regions, 31 local talent, 18 cameras, 11 modes of transport and more than 50 local musicians were involved in bringing this campaign to life.

“With Rewards Wonder, we want to continue to make Australians realise the depth of experiences on offer around Adelaide and South Australia.” Mr. Harrex said.

First Phase

“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.”

Second Phase

“Second phase will run for at least 12 months there is so much for the tourist to view and then plan.”

“Growing visitor demand remains a priority of the SATC our marketing efforts are designed to push the boundaries and shine the spotlight on the many wonders of South Australia.” Mr. Harrex said.

Rewards Wonder campaign has been conceptualised and designed by TBWA\Adelaide with the SATC, with production managed by local production house KOJO.

“Five days, non-stop filming, no scripts it’s a totally different way of showing the State that we haven’t seen before.” Chief Creative Officer of TBWA\Adelaide Paul Reardon said.

“South Australia has so much to offer, we could have made a 10-day film. Maybe next time.” Mr. Reardon said.

KOJO CEO Dale Roberts said the company was proud to help deliver a unique creative vision to promote SA as a tourist destination.

“We were excited to partner with TBWA on a true production first for us; keeping cameras rolling for five days straight without any cuts.” Mr. Roberts said.

“Being constantly on the move for the whole shoot allowed us to capture a very different view of all the great experiences South Australia has to offer.”

Background Details

Phase 1: Tell Us Where (10 – 23 September)

Phase one launched the SATC’s new strategy and was a non-branded, high impact campaign on social media. Seven unique and wonderous mysterious locations posted on Instagram challenged consumers to engage with the images by guessing the locations to win a trip to that region, leading into the big reveal that each destination was in South Australia.

Phase 2: 5 Days of Wonder (29 September – 6 October)

Launching during that AFL Grand Final with a 60 second teaser video, the 5 days of streaming is building on the awareness created in phase one to provide authentic content promoting the rare, unknown and new, and inspires consumers to find out more. The continuous video stream explores all of the wonders that South Australia has to offer and rewards viewers with ‘experiences’ throughout the epic journey as they watch.

Phase 3: Rewards Wonder (7th October – Ongoing)

This phase will continue to promote South Australia as a curious place whilst promoting key themes such as food and wine to increase brand associations.



AFL                Australian Football League

SATC              South Australian Tourism Commission


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