With images of the devastating bushfires being relentlessly beamed into Australian homes, a second disaster was triggered for the South Australian tourism industry: the immediate cancellation of bookings for the foreseeable future. Yet two-thirds of Kangaroo Ireland was still open for business and 95% of Adelaide Hills was operational and as beautiful as ever. These areas rely on tourism for their livelihood.

Our brief: To get people back to South Australia, and swiftly.

Our three objectives:

1. Behavior: Drive traffic to the SATC website

2. Business: Generate operator leads

3. Engagement: Given our limited budget: engaging Australians, the state, and earning media would be vital to create momentum and reach with our limited budget.