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SA Tourism Cellar Door Campaign

South Australia and Adelaide in particular, can never compete with Queensland or Sydney in packaging excitement and variety into their advertising. If ads on South Australia or Adelaide are focused on fast interspersing images of the city, the ‘exciting lifestyle’, the beach, the outback, those from the interstate or those who know Adelaide intimately will probably spot the campaign’s phoney-ness. Life in Adelaide and in South Australia is genteel and idyllic – one may argue that it is boring and slow – however, it is la dolce vita nevertheless. So, if the promotions fit with the actual ‘brand’ image, the result is definitely very effective.

Many years ago before ‘A Brilliant Blend’ campaign started, I adored the campaigns that take advantage of the nostalgic qualities of Adelaide – that you return to your childhood and the simple things in life when you visit Adelaide and South Australia. I tried so hard to locate the ads as I wanted to share them with my friends all over the world, if possible. I couldn’t find any, alas. Not long after the launch of ‘A Brilliant Blend’, I attended a presentation delivered by somebody from the marketing department of the tourism bureau. I made a comment about the nostalgic ads and the difficulty in finding them to share with my friends over the internet. The lady who presented didn’t share my enthusiasm unfortunately – she curtly mentioned that that particular campaign was successful in attracting more visitors, and that if I wanted to share the ads over the Internet, I would have to fill in some forms and gained approval before I could forward them. I wonder if she had ever known about ‘viral marketing’ and the power of word of mouth marketing. Ads circulate around in YouTube and other channels long after the actual campaigns finish on television, when people forward them to their friends and families.

When I saw the latest ‘Cellar Door’ campaign from SA Tourism, I had a big smile. It perfectly captures the Adelaide and the South Australia that I know and live in. It has that nostalgic elements as well as the gentility of the lifestyle here. I found out that Scott Hicks is the director behind the campaign – no wonder! It is so beautifully directed and captured. I applaud the sensibility of the marketing team as well for finally making it easy for people to share about the ad online.

If curiosity merely kills the cat, bureaucracy suffocates it. I hope SA Tourism will learn that the power has now been given to the viewers and the consumers to be the extensions of the brand owners and to be the brand advocates to their friends and family.

 

 

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