South Australian Tourism Commission gets digitally diverse

South Australian Tourism Commission has launched an extensive campaign across an array of digital platforms with the aim of having South Australia feature as a must see destination for Indian tourists planning a holiday to Australia. The campaign also focuses on educating the Indian traveler on destinations and attractions that South Australia has to offer.

The "India Loves South Australia' campaign is conceptualized and managed by Indigo Consulting. The backbone of the campaign lies in the India Loves South Australia Quiz Contest that gives users a chance to win a trip to South Australia. The campaign is driven across various digital platforms and includes a micro site, banners, a mobile micro site, mobile text messages and a social media campaign to drive its message to the target audience.

The visually aesthetic micro site (https://indialovessouthaustralia.com/) frames the highlights of South Australia magnificently, enticing visitors to explore the contest on their own. The mobile site (https://m.indialovessouthaustralia.com) has also been optimized for touchscreen smartphones, with a single-page design that can be viewed without refreshing the page, to add a rich and novel feel to the whole experience on a mobile phone.

The social media campaign includes a vibrant and interactive Facebook page that infuses enthusiasm and excitement for the destination in its audience. Engaging content, videos, photographs and opinion polls are just some of the activities that engage fans on a daily basis. The Youtube channel takes its viewers on a virtual tour allowing them to catch a glimpse of South Australia and leaving them captivated through a set of videos.

Other aspects of the campaign include mailers and PPC campaigns as well mobile advertising on phones and tablets, and mobile text messages, thus bringing the campaign still closer to its audience. Another unique feature of the campaign involves the application of location based services like Foursquare and virtual kiosks that provide users with tips and directs them to the mobile site.

Speaking of the elaborate digital campaign, Vinod Advani, South Australian Tourism Ambassador in India, says "South Australia has actively worked with the travel trade in India for a number of years with great success. More travel agents than ever before are packaging Adelaide and South Australia. Consumer direct digital marketing is a new and important part of our marketing mix."

He further adds, "With over 30million Indians on Facebook we need to be active where our target market is. It allows us to reach Indian consumers as they are researching and making decisions about their next holiday. It allows us to interact with our customers and have an ongoing relationship with them and in turn spread the word on South Australia."