New destination marketing campaign.
An invitation to ‘Celebrate the Simple Pleasures’ in South Australia has been issued today with the launch of the state's new destination marketing campaign.
Developed by South Australian agency Frame Creative, the campaign is designed to be a celebration of local creativity and culture, coming to life through a collection of works by local artists, photographers, musicians, makers, and creatives - intended to authentically capture the essence of South Australia.
In a move away from traditional tourism marketing campaigns, which typically feature a single hero TV commercial, the Simple Pleasures campaign will feature an ongoing series of episodes and content aimed at growing South Australia’s appeal and subsequently our State’s visitor economy.
Food and drink is a key theme of the first burst of the campaign, commencing with television spots ‘The Simple Pleasure of a Long, Long Lunch’, ‘The Simple Pleasure of Pipis to Plate’, and ‘Harvest Eyes’, all which highlights the natural beauty of our State, as well as our philosophy towards food and drink.
The initial burst of outdoor and print advertising will feature striking artworks by South Australian artists Cecilia Gunnarsson, James Brown, Mickey Mason, Mike Barr and Lisa Temple.
“This brand platform is about celebrating our South Australian way of life and inviting the rest of the world to come and enjoy it,” said South Australian Tourism Commission CEO Emma Terry.
“Wherever you go in South Australia, you’re met by locals inviting you to share the pleasure they take in what they do.
“Tourism is a very competitive industry - that is why we’ve taken a creative approach to tell that story in a distinctly South Australian way.
“I look forward to working with our industry to maximise the opportunity presented through this new brand platform.
Frame Creative CEO Tim Pearce said 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,” said Pearce.
“Together, we’ve created something that’s not just creatively ambitious, but culturally vital — a timely invitation to reconnect, and rediscover the joy of being in the moment.”
The campaign is live from today across the State’s key domestic markets including Victoria, New South Wales, Queensland, Western Australia and South Australia. From mid-2025, the campaign will begin to roll out across key international markets including New Zealand, Singapore, China, UK, Europe and North America.
Advertising will appear across TV and online video, high-impact outdoor, radio, audio and podcasts, digital media, editorial, public relations, and co-operative marketing campaigns with key industry partners such as Virgin Australia.
CREDITS
- Creative agency Frame Creative
- Textile artist and designer Cecilia Gunnarsson
- Painter and contemporary artist Lise Temple
- Ceramicist and visual artist Gerry Wedd
- Visual artist James Brown
- Visual artist Mike Barr
- Musician Druids Fluids
- Musician Max Savage
- Chef Kane Pollard
- Winemaker Damien Tscharke
- Chef / Restaurateurs Bec Seidel & Jules Rydon
- VFX and post-production Kojo Production
- Film director Nicholas Muecke
- Executive producers Annalise Menzel and Nicola Tate
- Photographer John Laurie
- Photographer Simon Bajada
- Sound designer Hamish Keen
- Sound designer Justin Pounsett
- Casting agent Angela Heesom
- Post-Production Marty Pepper
- Cinematographer Nick Frayne
- Cinematographer Ben Dowie
