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SMH campaign lures readers to Adelaide

South Australia Tourism Commission (SATC) used Fairfax’s long read article format to help change perceptions, generating uplifts in positive associations and intention to visit Adelaide.


SATC partnered with Fairfax to promote Adelaide as a short break destination by engaging differently with readers of smh.com.au. A series of five long read articles were specially created and written by Fairfax and each were housed on goodfood.com.au

The articles showcased key areas of Adelaide’s tourism offering such as ‘Eat and Drink’, ‘Cellar Doors’, ‘Cool Adelaide, ‘Markets’ and ‘Urban Getaways’. The key brand messaging was brough to life within each segment via rich photography, quality writing and video integration. Each article was also promoted through ‘drivers’ on the smh.com.au homepage, helping to create awareness amongst a broader audience.

Campaign Objectives:
Drive awareness of Adelaide as a short break holiday destination.
Boost the profile of Adelaide and the perception that there are a variety of interesting attractions.
Increase intention among NSW residents to visit Adelaide on a holiday, especially for a short trip.

Campaign Period:
January – April 2014

Target Audience:
People aged 30-49 years with a high disposable income who are interested in (domestic) travel

Research Methodolgy:
A simultaneous capture of control / exposed sample was employed with invitation to complete an online survey launched via site intercept methodology (n=323)

Measurable Results:
Brand Awareness

Overall, the campaign performed exceptionally well, with custom content helping to deliver greater engagement with the messaging of the campaign and the attractive nature of the articles encouraged people to spend time with the content which generated huge uplifts in positive associations to Adelaide and intention to visit. SATC’s ‘long read’ format boosted spontaneous mention of Adelaide as an Australian travel destination with a significant lift of 18.4 points.

Brand Favourability and Visitation Intention

The campaign was instrumental in generation significant uplifts in positive associations and intention to visit Adelaide. Brand favourability experience a significant lift of +24.7% points and visitation intention also experienced a significant lift of +30% points

Brand Attributes

The ‘long read’ articles revealed engaging content can enhance messaging. The desired attributes the campaign aimed to convey through its rich photography, quality editorial and video integration were significantly boosted after exposure.

Fore more information on the SATC campaign, click here.

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