SA campaign celebrates the simple pleasures
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.
He said traditional campaigns work one of two ways. They either give travellers more to do — think climbing the Sydney Harbour Bridge or visiting the Louvre– or they tell travellers to do nothing and disconnect — think lying on the beach in Bali with a cocktail in hand.
But neither provides a true solution to people’s problems that they try to get away from by going on holiday, he said. South Australian Tourism Commission wanted to challenge these conventions.
“The answer, instead, is engagement – easy, present moment engagement,” Pearce told Mumbrella. “And we believe South Australia is the best place for that. The whole city is laid out that way … It’s a place where serendipity can happen and it’s all about being in the present.
“And the key is that a trip to South Australia has a restorative sort of feel.”
The campaign is set to a soundtrack composed by local South Australian artists Max Savage and Druid Fluids, with three episodic TVCs launching in the lead up to the AFL’s Gather Round this weekend. They mark the start of what Pearce expects to be an enduring brand platform.
Production was led by Frame Creative’s creative director Andy Irwin, who doubled as director of each shoot, with a number of other local talents included across the production process. It also included the voices of actors Hugh Sheridan and Tilda Cobham-Hervey.
Along with the TVCs come periodic ‘Specials’, which Pearce said act like “your favourite TV show” giving a deeper dive into South Australia as a whole, compared to the episodic TVCs that focus in on specific simple pleasures.
“To me, it’s beautiful to have such a simple, elegant insight, looking at people experiencing overwhelming burn-out and realising that we have the antidote to their problems.”
SA Tourism Commission CMO Erik de Roos said the campaign simply brings to life the centuries-old concept of simple pleasures.
“There is power in leveraging that equity and the fact is that South Australia has been designed so you can enjoy an easy, endless supply of these simple pleasures,” he said in a media release.
“Our new brand platform looks to take ownership of this and create genuine distinction within the tourism category. What’s more, we recognise the need for consistency and repetition to help us build a true and meaningful brand.
“The distinct creative approach and brand language we have developed in partnership with Frame Creative, we believe, will help us grow the appeal of South Australia, lift consideration and ultimately increase visitation,” he said.
Frame Creative also led a rebrand for the South Australian Tourism Commission, which included an adapted brand logo and a new typeface. The original logo mark has been reworked to be used in place of a registered trademark, acting like an endorser to the new typeface.
The typeface and logo come in a new colour — yellow — which Pearce said reflects a sense of “joyful optimism” and confidence.
“What we had never done before was put the brand confidently forward,” Pearce said. “And we just felt that now was the right time to change the way we were communicating and actually be more confident, without being shouty.”
Credits:
Client: South Australian Tourism Commission
Chief Executive Officer: Emma Terry
Executive Director, Marketing (Chief Marketing Officer): Erik de Roos
General Manager, Marketing and Creative Services: Marianthi Livaditis
Creative Lead: Chris Plummer
Creative Agency: Frame Creative
Chief Executive Officer: Tim Pearce
Head of Strategy: Ryan Richards
Creative Directors: Andy Irwin, Sam Pearce, Simon Pearce
Digital Director: Alex Bishop
Studio Manager: Eliza Carey
Client Lead: Georgia Prime
Design Lead: Julian Hartmann-Smith
Media Agency: CARAT
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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.