South Australia’s new tourism campaign hit television screens for the first time over the weekend during the broadcast of the AFL Grand Final.
The high-impact television commercial (TVC) features destinations and experiences that are distinctive to the state and is backed by the worldwide hit and Australian chart topper ‘Are You Gonna Go My Way’ by Lenny Kravitz.
Featuring some of the state’s tourism icons, the new domestic campaign calls on visitors to ‘Travel. Our Way’ – an appeal to both come to South Australia and to experience a uniquely South Australian way of travelling.
‘Travel. Our Way’ leans into the sentiment that travelling in South Australia is like no other holiday. It entices an ‘up for anything’ attitude to be explored, and it unlocks real stories, raw experiences, and rugged landscapes, which sometimes means taking the road less travelled.
The TVC perfectly captures the spirit and energy currently felt throughout the state, with new Australian-first major events like the AFL Gather Round and LIV Golf Adelaide getting national attention, as well as a record-breaking festival season which kicked off the year. Now, with summer just around the corner, the imagery has fresh air and sunshine caught and served up over 60 seconds of pure holiday joy.
Well-known actor and film director Mark Webber directed the TVC, with his Adelaide-born Hollywood star wife, Teresa Palmer, offering additional local insights for the production.
The couple have a home in the Adelaide Hills and share a passion for South Australia which they wanted to share with the world, and which saw Palmer volunteer her time as an ‘extra’ in the TVC’s AFL Gather Round scene with their children.
Mark Webber has said it was an honour to direct and showcase the greatness the state possesses through his contribution to the campaign.
“I’ve had the unique perspective of an American, who chose South Australia as my second home. Over the decade I’ve lived here I’ve fallen in love with South Australia, a place I feel is humble with its greatness,” said Webber.
“From our vineyards to our beaches, to our cities, we don’t boast, we show people simply by existing how great we are. It’s not overrun or too ‘trendy’, it’s simply just great. Kind people, rich and vibrant culture, and stunning spaces.
“I take immense pride in calling South Australia my home. I feel a tranquillity and peace unlike anywhere else in the world. We do things differently here, it’s felt as soon as you touch down, we do things our way, and it’s something you need to come experience for yourself.”.
The Travel. Our Way campaign invites visitors to discover perfectly imperfect moments and create travel memories in a place that draws you closer and entices you to venture that little bit further every time.
South Australian Tourism Commission CEO, Emma Terry said Travel Our Way is a strong call-to-action to visitors across the nation to both travel to South Australia and to experience a uniquely South Australian holiday.
“Over the past nine months, I’ve been out across the state meeting with operators and seeing firsthand what they have to offer,” Ms Terry said.
“Our objective for this campaign was to capture some of these world-class offerings and the feeling you get from holidaying in South Australia, whether you are soaking up the atmosphere at an event or festival, discovering wildlife in their natural habitat, enjoying incredible food, or just relaxing with family and friends.
“Australians are spoilt for choice when it comes to potential destinations to visit; this campaign is designed to cut through and inspire them to Travel Our Way.”
With the state full of unique experiences, adventurers can shuck and taste oysters direct from the sea, visit a winery within 30 minutes of the CBD, and lounge on the best beach in Australia completely secluded.
Travel. Our Way showcases some of South Australia’s most unique tourism offerings including shark cage diving in Port Lincoln – the only place in Australia where you can have this experience, heli-camping at Rawnsley Park Station, the iconic Prairie Hotel in the Flinders Ranges & Outback, and the vast coastlines of Yorke Peninsula.
The campaign is being launched across TV, outdoor and cinema, as well as digital and social media.
