LATTE previews South Australia Tourism’s latest campaign

http://www.youtube.com/watch?v=I63IFxbrPlM

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On Wednesday evening LATTE attended the South Australia Tourism Commission’s launch of its latest global advertising campaign. Arriving at Published ArtHouse in the Adelaide CBD, LATTE and other select guests mingled in the warehouse-style event space before the series of new advertisements were screened. The food offerings were all locally sourced produce, which also cameo in the new video ad campaign. Guest enjoyed sparkling wine, cocktails made with Kangaroo Island Spirits Wild Gin, premium kangaroo from the Flinders region, coffin bay oysters and more. The campaign will be featured on national television in the key markets of Sydney, Melbourne, Brisbane and Adelaide, and will be marketed digitally online and through social media to international markets, commencing early this month.   The campaign South Australia’s latest global tourism campaign celebrates the best of South Australia’s unspoilt nature, premium food and drink and other unique experiences. Featuring music from the latest album from South Australia’s much loved hip-hop band, The Hilltop Hoods, viewers are taken ‘higher’ from the State’s contemporary city centre to pristine Kangaroo Island, the rugged Flinders Ranges and through its many stunning wine regions. The new campaign showcases the beauty of South Australia, promoting Adelaide as the vibrant and authentic destination that it is, and as a gateway to Australia and the State’s wider regions. A key theme within the campaign demonstrates the diversity and proximity of unique, sought-after experiences on offer across the State, reinforcing that there is so much, so close to Adelaide and it’s all there for visitors to enjoy. The advertisement also features well-known local South Australian personalities and key culinary entities such as Poh Ling Yeow, Andre Ursini and Lachlan Colwill as well as producers, local fashion labels and businesses. The new campaign is the evolution of the acclaimed Kangaroo Island Let Yourself Go, Barossa Be Consumed and Adelaide Breathe ads, which created a splash in the market through bold, metaphoric, emotive campaigns led graphically and musically to inspire people to consider travel to South Australia. The campaign will be featured on national television in the key markets of Sydney, Melbourne, Brisbane and Adelaide, and will be marketed digitally online and through social media to international markets, commencing early this month. With 17 variants, the advertisements aired intrastate focus on particular South Australian regions, taking viewers to iconic regions such as the Eyre Peninsula, the Limestone Coast and along the Murray River to name a few. Those shown outside of South Australia feature a compilation of the “best of” the State.

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