South Australian Tourism Commission have taken a bold out-of-home advertising move with their latest campaign that has delivered some of the strongest results that they have seen to date. Launching a two week teaser campaign across Adshel’s network, the campaign highlighted seven little-known parts of South Australia, re positioning them as hidden, luxury tourist destinations. The ‘Tell Us Where’ campaign rolled out across digital small format out-of-home Adshel sites in Sydney, Melbourne, Brisbane and Adelaide, and Adshel Rail with station dominations in Sydney and Melbourne targeting consumers on their daily commute. The campaign aimed to capture the imagination and pique the interest of commuters with seven stunningly beautiful location shots which asked people to guess where each idyllic spot was located.
The initial phase of the campaign, which made no mention of South Australia, resulted in an astonishing number of interactions with the Tell Us Where microsite, and more than 4,000 entries into the competition. The SATC brand and the location of each of the images were revealed on the same Adshel network after two weeks of the teaser campaign.
“We took a bit of a gamble on the unbranded element of the campaign, but the results have been phenomenal,” says Brent Hill, Executive Director of Marketing at SATC. “The Tell Us Where campaign had close to 10,000 comments, reactions and likes across social media during its two-week run, and then during phase two, when we revealed that all seven of these breathtaking images were of locations in South Australia, our visits to southaustralia.com absolutely skyrocketed. We had the biggest two weeks of traffic in our website’s history after the locations were revealed, with visits from Australian domestic consumers increasing by 30%.”
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South Australian Torism Commission