The South Australian Tourism Commission (SATC) has released its first Spring/Summer campaign, Don't Feel Sorry For Old Mate, designed to change "dated" perceptions of the state and to encourage people to visit now as opposed to "one day".
While the campaign has received some backlash, SATC executive director marketing Brent Hill says he expected some "skepticism" but ultimately the ad was designed to get people talking.
"While there are lots of positives around Adelaide, there are still some dated misconceptions and perceptions around churches and it being quiet or boring," Hill says.
"Much of this perception though is based on dated knowledge – people haven’t been for a while, or are hearing third hand from others.
"We also recognised that while Adelaide’s reputation was building on the back of amazing wins in our food, wine, beverage, hotel and tourism sector, that some of this was not getting through.
"That actually, what Adelaide does offer is world class, and has some of the best produce and experiences in the country, even the world."
Created by TBWA Adelaide, the campaign features an older man named Dave - or Old Mate - who regrets waiting so long to visit Adelaide.
The campaign also includes an Instagram account for the fictitious character Dave.
His message to others: "Don’t wait till you’re in your late 70s to visit Adelaide, otherwise you’ll see what you’ve been missing out on, and be filled with regrets!"
To further convince people why they should visit Adelaide and South Australia, SATC also released a series of ads showcasing award-winning experiences on offer including food from Africola, wine from Kellermeister, the Adelaide Oval RoofClimb and Australia's best hotel Mayfair.
The ads ask viewers “well, why don’t you be the judge?” to decide if these experiences deserve the hype they have received.
"The campaign is designed around Adelaide being a little more confident in who they are," Hill explains.
"We know we offer an amazing tourism experience, and we know we have to push that message and challenge, to get people to take notice.
"It’s a competitive landscape out there, and we need to cut through. Our message – come down, see it for yourself, and don’t put it off."
TBWA won the SATC account last year up against 35 agencies including incumbent and Adelaide local KWP who had held the account for a decade.
Since winning the account, TBWA has opened an office in Adelaide with five local staff.
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