Carat SA has delivered a digitally led media approach with an emphasis on performance and audience relevance.
Carat South Australia has extended its media partnership with the South Australian Tourism Commission (SATC) for a fourth year in a row.
The dentsu agency will again lead media strategy and buying for SATC’s winter campaign, aimed at boosting tourism during the traditionally quieter months from mid-May through August.
This year’s campaign, The Simple Pleasures Guide to Winter, was developed by Frame Creative and highlights seasonal experiences under four key themes, Creatures, Flavours, Outings and Stays.
The creative promotes a mix of wildlife encounters, food and wine, winter events, and regional getaways.
Carat SA has delivered a digitally led media approach with an emphasis on performance and audience relevance.
The strategy is designed to maintain brand momentum while activating a targeted seasonal push, focusing on high-intent travellers who have already shown interest in South Australia.
The media plan includes a tailored phasing and budget management strategy to accommodate demand across both interstate and intrastate markets.
"Tourism is one of South Australia’s most vital economic drivers, supporting jobs, local businesses and the vibrancy of our state. It is also a category where Carat Adelaide brings deep expertise and a strong history of delivering meaningful results,” said Carat SA managing director, Adele Gibb.
“Our continued partnership with the South Australian Tourism Commission reflects a shared commitment to innovative, people-first thinking and a pioneering approach to media.
“This is one of the most exciting and rewarding accounts in the market, and we’re proud to keep evolving how we connect audiences with the very best of South Australia."
SATC chief marketing officer Erik de Roos said Carat has already demonstrated a love for South Australian tourism.
“We have loved working with Carat SA to shine a spotlight on South Australia’s incredible tourism offering and new brand platform. We're excited to continue this wonderful partnership,” he said.
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