In a bold and refreshingly authentic shift in destination branding, South Australia has launched a sensational new tourism campaign set to charm the world. Titled Celebrate the Simple Pleasures, the campaign is a heart-driven, art-infused celebration of the small yet profound experiences that define the South Australian lifestyle—crafted entirely by homegrown talent.

With an unmistakably local voice and a distinctly Australian heart, this initiative represents more than just a marketing effort—it’s a cultural movement powered by artists, winemakers, musicians, chefs, and creatives who live the story they’re now sharing with the world.

A Homegrown Campaign with Global Intent

Unlike the glossy, formulaic tourism commercials that dominate airwaves, South Australia’s latest campaign bucks the trend. Developed by Adelaide-based creative studio Frame Creative, Celebrate the Simple Pleasures unfolds as an ongoing series of narrative episodes rather than a single flagship advertisement.

This campaign showcases the relaxed, fulfilling rhythm of South Australian life, where time slows down and joy can be found in the everyday—whether it’s a barefoot walk on the sand, a long lunch among vineyards, or the laughter of a festival crowd under gumtree skies.

Premier Peter Malinauskas set the tone in his announcement:

“We’re inviting the world to experience the simple pleasures that make South Australia so special. By tapping into the incredible talent of our local creative industry, we’ve created a campaign that feels authentic and true to who we are.”

That authenticity is central. Every frame, every soundbite, and every sensory detail is born of South Australian soil—stitched together with the craftsmanship of artisans and locals who understand the pulse of their home better than any script could write.

Launch Timing That Hits the Sweet Spot

This campaign’s arrival is more than symbolic—it’s strategic. Timed to coincide with the AFL Gather Round, which brings footy fans from across the nation to South Australia, the campaign ensures maximum domestic exposure. The Barossa Valley, long hailed as a jewel in Australia’s wine crown, will host two AFL matches for the first time, reinforcing the region’s blend of leisure, sport, and landscape.

On an even broader scale, the campaign also follows the announcement of direct United Airlines flights from San Francisco to Adelaide starting in December 2025. This will significantly increase access for North American travellers and build on the state’s global connectivity.

A Series of Stories, Not Just a Slogan

The campaign’s first wave focuses on food and drink, unapologetically showcasing South Australia’s gastronomic pedigree. Titles like The Simple Pleasure of a Long, Long Lunch, The Simple Pleasure of Pipis to Plate, and Harvest Eyes will be featured across television and digital platforms.

Each piece transports the viewer to sun-dappled cellar doors, windswept coastlines, and farmer’s markets where produce is picked just hours before it hits the plate.

The visuals are as striking as the intent. South Australian artists Cecilia Gunnarsson, James Brown, Mickey Mason, Mike Barr, and Lise Temple were commissioned to bring scenes to life through original artworks now featured in print and outdoor advertising. These pieces lend a profoundly personal lens to the campaign, reflecting the unique character of the regions they represent.

Crafted by the Creative Soul of SA

At the campaign’s core is a remarkable assembly of local creatives—each a master of their field, contributing to the tapestry that is South Australia’s story.

Among them:

• Textile artist Cecilia Gunnarsson

• Painter Lise Temple

• Ceramicist Gerry Wedd

• Musicians Max Savage and Druids Fluids

• Winemaker Damien Tscharke

• Chef Kane Pollard

• Restaurateurs Bec Seidel & Jules Rydon

• Photographers John Laurie and Simon Bajada

• VFX legends Kojo Production

• Cinematographers Nick Frayne and Ben Dowie

It’s a production team as diverse and passionate as the state itself.

Frame Creative CEO Tim Pearce encapsulated the spirit of the campaign:

“South Australia has a story the world needs to hear—and this campaign tells it through the voices of artists, makers, and culture-shapers who live it every day. We’ve created something not just creatively ambitious but culturally vital—a timely invitation to reconnect and rediscover the joy of being in the moment.”

A Message That Resonates Worldwide

The campaign, now live across key Australian states, including New South Wales, Victoria, Queensland, Western Australia, and South Australia, will expand to international markets from mid-2025. Target regions include New Zealand, Singapore, China, the UK, Europe, and North America—each offering vast potential for growth in visitor numbers.

Minister for Tourism Zoe Bettison called it a “defining moment” for the state’s global presence:

“We’re ready to show the world who we are and why they want a piece of it. The simple pleasures of South Australia are ripe for the taking—and this campaign invites visitors to experience them in the most stunning way.”

In an era of digital fatigue, global burnout, and overscheduled lives, South Australia offers something far more valuable than a packaged experience—inviting the world to slow down and savour the moment.

South Australia’s Tourism Brand Reimagined

The creative direction also marks a significant evolution in South Australia’s position on the world stage. Moving away from purely promotional content, this is storytelling with soul—crafted to shift perceptions, not just sell rooms.

South Australian Tourism Commission CEO Emma Terry expressed this succinctly:

“Wherever you go in South Australia, you’re met by locals inviting you to share the pleasure they take in what they do. That’s what we’re celebrating. This is about more than tourism—it’s about how we live.”

Tourism.sa.gov.au now offers a supporting toolkit to help businesses and tourism operators integrate the new brand into their marketing.

A New Benchmark for Australian Destination Marketing

If early reactions are any indication, Celebrate the Simple Pleasures is set to become a benchmark in destination marketing—offering a blueprint for how storytelling, local pride, and strategic partnerships can redefine what travel promotion looks like.

This isn’t just an invitation to visit—it’s a call to return to the heart of what makes us feel alive.

Written by Soo James

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