ADVERTISING ADELAIDE

[skyliner]

Anyone seen the big ad for Adelaide on SBS 2 - turns up constantly - bit in the tradition of recent ads for Melbourne. (you know the one with the girl and the long red string/rope). Starts in North TCe near the rly stn and ends up in the Barossa. Big focus on wines - they say over 200 cellars around Adelaide. (what a bait!) Only thing I have not seen around Adelaide in the ad is big trees with buttress roots - a door at the base of one leading into a wine tasting part in the Barossa. Some vocalist singing in Italian - probably about the merits of Adelaide and giving an international feel.

A pity it is not shown on the other channels.

VERY professionally done - it does not look like a forgotten backwater but a vibrant and classy area.

SA - STATE ON THE MOVE

[Prince George]

I like those ads too, although I think I'd like them even more if they didn't have the voice over guy at the end and just displayed the text on screen instead. Just my cultural cringe, I suppose.

Those trees are Moreton Bay Figs, btw, and there are plenty of examples of them across the city. They were very popular in the past for large parks because they are so spectacular; less so now because they're rather thirsty. Off the top of my head, there are several in the Botanic Gardens & Botanic Park, opposite the Women & Children's Hospital, and lining the oval at Sacred Heart College.

[Wayno]

it's this advert over here ==> http://www.sensational-adelaide.com/for ... 285#p72356

[crawf]

I like this add, its much better compared to the recent adverts. Showcases Adelaide as a boutique classy city

However they need to focus on more than just wine, they should include bit of retail therapy along Rundle Street, lunch at the Central Markets and the local produce in the Adelaide Hills

It would be good if SA Tourism do a national tv/radio/newspaper blitz later this year promoting the Tour Down Under/Mad March. Because despite the record tourist numbers, many people interstate do not have a clue at how much the city is alive during January - April.

[Wayno]

Not quite advertising, but there's now a couple of Adelaide SA based iPhone applications.

1) Fleurieu iPhone App ==> http://itunes.com/app/fleurieuwayguidedgpstour
2) Adelaide City GPS & Audio Tour iPhone App ==> http://itunes.com/app/adelaidecityguidedgpstours

Love to hear feedback from those of you with iPhones.

Below are the related news articles from SATC website.

Apr 27
http://www.tourism.sa.gov.au/news/current.asp

Fleurieu Way Drives Tourism via iPhone Technology

South Australia continues to use clever technology to reach an ever growing number of tech-savvy visitors to the State with the release of a third tourism iPhone 'app' this year, the free http://itunes.com/app/fleurieuwayguided ... d GPS Tour 'app'.

The Fleurieu Way Guided GPS Tour 'app' follows the traditional Fleurieu Way Touring Route – a popular 235 kilometre regional driving route that takes in the highlights of the region.

South Australian Tourism Commission Executive General Manager Sales and Marketing, Steve Kernaghan, said the 'app', which is now live and available from the iTunes Store, has been supported by the South Australian Tourism Commission (SATC) as part of its ongoing support to develop new consumer initiatives.

"This is the third tourism 'app' we've developed in the past four months which makes use of increasingly popular smart phone technology to help enhance visitors experiences while in South Australia via the connectivity of iPhone devices,” Mr Kernaghan said.

"This newest 'app' makes use of the inbuilt GPS system in the visitor's iPhone to guide them through the Fleurieu Peninsula with audio narrative at points at points of interest, and further details including written descriptions, images and contact information.

"The tour gives a local's perspective on the Fleurieu Peninsula and the 99 points of interest including townships, wineries, national parks, visitor information centres and accommodation properties, by 'Annabelle', who will provide informative commentary.

"The 'app' also plugs perfectly into social media, allowing users to post recommendations directly from their iPhones to Twitter and Facebook, further spreading the South Australian tourism message.”

The release of the Fleurieu Way Guided GPS Tour 'app' builds on the popularity of the free iPhone 'app' developed for this year's Santos Tour Down Under event, plus the Adelaide City GPS and Audio Tour iPhone 'app', launched in February this year.

During the event, the Santos Tour Down Under 'app' was downloaded by more than 11,000 users and was ranked second in the free sports category in the Apple iTunes Store during that month.

The Adelaide City GPS and Audio Tour iPhone 'app' has been downloaded by more than 7,300 users (more 5,000 downloads occurring within the first month of release), and reached a top five ranking in the free travel category of the Apple iTunes Store in February.

Feb 26

New iPhone 'app' for Adelaide

Visitors to Adelaide will have the best of the city's tourism offerings at their fingertips with the launch of a new free Adelaide City GPS and Audio Tour iPhone 'app' which is now live.

South Australian Tourism Commission (SATC) Executive General Manager Marketing and Sales, Steve Kernaghan, says the 'app' has been supported by the SATC's Tourism Development Fund which invests in tourism initiatives which draw visitors to the State and enhance their stay while here.

"The development of the Adelaide 'app' builds on the popularity of the free iPhone 'app' developed for this year's Santos Tour Down Under event, plus the Fleurieu Way and Butcher Baker Winemaker Trail tours for in-car GPS units,” Mr Kernaghan says.

"This clever new technology will assist us in communicating the best of our city to visitors via the connectivity provided by iPhone devices.

"Visitors will be guided around Adelaide's city streets and attractions by 'Annabelle', who will provide informative commentary at points of interest, so it's really like having a local right there with you.

"We're thrilled that we now have a free 'app' that will give visitors more ways to find out about Adelaide and its tourism experiences, and the launch is especially well timed with an influx of visitors expected for our Adelaide Fringe and WOMADelaide events.

"When used in conjunction with other event 'apps' such as those created by the Adelaide Fringe and WOMADelaide for this year's events, visitors will be able to make the most of their Adelaide experience.

"The popularity of tourism and event related „apps' continues to grow with more than 11,000 people downloading the Santos Tour Down Under iPhone 'app' in January, and iTunes named it their second top downloaded sports 'app' in Australia during the event.”

The Adelaide City GPS and Audio Tour iPhone 'app' makes use of the inbuilt GPS system in the visitor's iPhone to guide them through the city with audio narrative at 29 points of interest including the South Australian Visitor and Travel Centre, the Adelaide Zoo, Rundle Street, the Adelaide Central Markets and more.

The iPhone 'app' (a downloadable application) will feature:
* A 60 minute do-it-yourself city tour with audio narrative and directions
* Further information and audio narrative about points of interest along pre determined routes.

[skyliner]

I like those ads too, although I think I'd like them even more if they didn't have the voice over guy at the end and just displayed the text on screen instead. Just my cultural cringe, I suppose.

Those trees are Moreton Bay Figs, btw, and there are plenty of examples of them across the city. They were very popular in the past for large parks because they are so spectacular; less so now because they're rather thirsty. Off the top of my head, there are several in the Botanic Gardens & Botanic Park, opposite the Women & Children's Hospital, and lining the oval at Sacred Heart College.

To tell you the truth, Prince, I have never noticed these in Adelaide - not a common omission for me BTW. Probably have'nt been in the applicable places - when we lived there we did not use/see parks that had these from memory. Makes the ad more realistic IMO and much more appealing.

SA - STATE ON THE MOVE

[Vee]

I love this advertisement too!
I would love to see a series of these classy ads developed to showcase a wider diversity and more locations across South Australia. Wine regions and gourmet 'foodie' trails (cheeses, jams, olive oil, excellent seafood, chocolate etc.), the expanding Monarto open range zoo, heritage and interpretation trails including the unique Ri Aus (former stock exchange) and tapping into some of our best and well regarded events.

Package up some indulgence weekends, adventure and gourmet trails and other specific examples which target different niche markets. Include transport options, accommodation options and entry fees/tickets to provide a range of top notch experiences for interstate and interrnational visitors. Some local SA businesses are already on the right track, with cooperative and complementary marketing schemes.

I think the advertising campaign does, and can, contribute to a sense of pride and positive psyche amongst South Australians (and ex-) providing a stimulus to the economy and adding to a pool of ideas/recommendations for potential visitors.

Broaden the reach of the advertising campaign beyond SBS. Is it being shown interstate?

[AtD]

However they need to focus on more than just wine

A few people here have said that. However, working in the wine consumption industry (ie public sector), everyone who finds out I'm from Adelaide gives me 20 questions about wine and vineyards. Like it or not, SA wines are well respected.

Canberra has its little wine tours with a dozen or so makers. Everyone here is crazy jealous of Adelaide in that respect.

[Will]

I really like the add, however I think they should focus more than wine.

like it or not, Adelaide is the food capital of Australia. Those pesky Victorians may like to claim that Melbourne is the food capital of Australia, however they are too arrogant to understand that food is much more than having big name chefs working in their restaurants....

Adelaide has the best market in Australia, we have the most award winning restaurants per capita in Australia, we have the most restaurants per capita in Auatralia, we have the most pubs per capita in Australia, we have the most award winning wines and beer in Australia, plus we have won the best Indian, best modern Australian, best bistro, best seafood restaurant, best beer garden, best Italian in Australia....

We don't have to worry about anything. We are the food capital of Australia. The Victorians can get f#$%^&*!

(and yes, I have had some of our good stuff tonight!)

[Wayno]

Adelaide has the best market in Australia, we have the most award winning restaurants per capita in Australia, we have the most restaurants per capita in Auatralia, we have the most pubs per capita in Australia, we have the most award winning wines and beer in Australia, plus we have won the best Indian, best modern Australian, best bistro, best seafood restaurant, best beer garden, best Italian in Australia....

The Ed repeatedly wins the best cellar door in Australia too...

[Will]

Furthermore, Shiki at the Intercontinental has won best Japanese in Australia, and the HWY has won best beer garden in Australia. Not to mention we have Australia's premier food and wine festival in Tasting Australia (which is on now!).

[crawf]

I went into town today and completely forgot Tasting Australia was on

I am shocked at the amount of celebrity chefs that are in Adelaide at the moment for the food festival.

[skyliner]

Broaden the reach of the advertising campaign beyond SBS. Is it being shown interstate?

Yes, QLD - constantly. They need reminding of what Will had to say on 1/5/10. Made a great read.

BTW - was'nt there a similar ad in style for the casino some time back? (also aiming at a wide audience).

SA - STATE ON THE MOVE