South Australian Tourism: 5 Days In A State Of Wonder
Business Challenge
South Australia is enormous, and no single ad could do it justice. In a media landscape racing towards shorter formats, the state needed a way to give audiences a genuine sense of everything it had to offer.
Strategic Unlock
The answer was to go in the opposite direction to every other advertiser. When the whole world was shortening content, the most disruptive thing a brand could do was go longer, much longer, and let the state speak for itself.
Organising Idea
5 Days In A State Of Wonder. A 120-hour live-stream of South Australia, launching at the AFL Grand Final and running continuously across social, online and outdoor. Not a highlight reel. The whole thing, live.
Key Results
14.1 million online video plays. 1.2 million live stream interactions. 83% increase in tourism leads. Audiences didn't just watch, they stayed.
