SA campaign celebrates the simple pleasures

April 9, 2025 11:04

South Australia’s new tourism campaign positions the state as a “sanctuary for the burnt-out and overwhelmed”, celebrating local culture in a way that hopes to challenge traditional tourism advertising, via Frame Creative.

The campaign, ‘Celebrate the Simple Pleasures’, encourages people to slow down and appreciate the little moments and simple pleasures.

According to Frame Creative’s CEO, Tim Pearce, the world is moving at a faster pace than ever, people are burnt-out, and tourism marketing needs to provide a solution to that.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.

Topics

Campaign Celebrate the Simple Pleasures Erik de Roos Frame Frame Creative South Australian Tourism Commission Tim Pearce tourism marketing

1 COMMENTS

Christopher Smyth 11 Apr 25

After all the high profile places they had visited,the visitors from the USA , said ‘ You know what , I could live here, this feels relaxed and friendly,I’d feel at home here.
That’s a different tangent to tourism, but it’s the underlying complement, and it was genuine.
Just play it cool, throttle back, and keep it simple. No need to be fancy.

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