South Australia starts targeting interstate tourists again: ‘You have to see it to believe it’
South Australia is coaxing interstate tourists back across the border with a campaign focused on what visitors will be able to hear, touch and see once they arrive.
The push comes as some destination marketing bodies ramp up their efforts to attract tourists as some restrictions ease. At time of publication, visitors from the Northern Territory, Queensland, Tasmania and Western Australia can enter South Australia without any restrictions or quarantining required.
Those from New South Wales and the ACT will have to self-quarantine for 14 days and submit for COVID-19 testing on the day of arrival and day 12. Victorian residents, other than essential travellers, are currently not welcome in South Australia.
The campaign has a heavy focus on sound, and is devoid of non-diegetic sounds – that is a backing track, voice-over, sound effects, or any noises external to the immediate visual narrative.
We have all been banging the drum about how marketers need to stay active during a crisis, but as someone who had to cancel an impending trip to Adelaide this seems a little.. Premature?
They’re targeting opened states, sure but the risk of having to cancel is still pretty high.
Love youse, South Australia. Hope to visit soon.
Maybe until Steve Marshall stops chopping and changing his mind about those of us from NSW who want to visit SA they should hold their marketing dollars back. As someone who has had a flight cancelled and lost their deposit it’s a bit like premature ejaculation!