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South Australian Tourism Commission: Best Backyard
Real holiday stories and images from real South Australians became the basis for the latest campaign by KWP! Adelaide to entice locals to holiday in their own backyard.
Several months before, a campaign encouraged South Australians to share their memories and special holiday moments online. Hundreds and hundreds of stories, pictures and videos came pouring in. The striking aspect of all the content was the authenticity and genuine humanity of each of them. And it really did prove what a special place SA's own backyard is; all the state needed to do was remind people. Featuring The Piper’s Song by Gypsy & The Cat, a 60-second brand ad launches the campaign and will be followed up with 30-second ads focusing on specific experiences such as Coast, Food & Wine, River and Outback. All of these themed messages will be heavily supported by a raft of 15-second retail spots and an integrated online and newspaper campaign.
Account Manager: Lucy Noblet, Selina Page-Dudley Related
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