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

The ‘India Loves South Australia’ campaign is based around the India Loves South Australia Quiz Contest, which gives users a chance to win a trip to South Australia. The campaign is driven across various digital platforms and includes a microsite, banners, a mobile microsite, mobile text messages and a social media campaign to drive its message to the target audience.

The microsite is aesthetically designed visually to frame the highlights of South Australia and attract visitors to explore the contest on their own. The mobile site has also been optimised for touchscreen smartphones, with a single-page design that can be viewed without refreshing the page.

The social media campaign includes an interactive Facebook page with engaging content, videos, photographs and opinion polls to engage with fans on a daily basis. There is also a YouTube channel which takes viewers on a virtual tour of South Australia.

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.