Award Case Study: South Australian Tourism Commission

“The South Australian Tourism Commission used data to better understand their visitors and their place,” Mumbrella’s 2020 Travel Marketing Awards judging panel noted. “It was a well executed campaign that used data in a more commercial way.” This is the SATC's entry below, along with the judging criteria utilised to award it the Best Use of Data award.

In 2016-17 the SATC digital marketing team introduced a new strategy which resulted in a change in the way we ran campaigns. As we don’t own any airline seats or hotel beds, the most valuable asset is audience data. Instead of carrying on simply doing big top of funnel brand ads and leaving the lower funnel activity to industry to worry about, we started focussing on our digital audiences and introduced a layer of always on performance media to our marketing mix. We wanted to help consumers find out more about South Australia, and ultimately plan their holiday.