Government Marketing and Communications

The Hon. T.A. FRANKS (14:41): Supplementary: who is the target demographic for the 'old mate' campaign? Is it older Australians? Is it particular geographic areas? Is it boomers? Is it Gen X? Is it younger millennials? Who are the target demographics and how do you know that you are reaching them?

The Hon. D.W. RIDGWAY (Minister for Trade, Tourism and Investment) (14:41): The target demographic are pretty much people that have heard a bit about South Australia but said, 'Oh, I'll do that next time; I'll put it off.' It was a broad look at people across the nation that think about South Australia but don't ever quite get there: 'We'll go there one day.' As you know, today is my birthday, Mr President; I am still in my 50s, but only just. It's a demographic right across the board, not for the millennials but those of us, maybe 45 and older, who think, 'Yes, I'll go to South Australia one day.' The theme of it was: don't put it off until it's too late; come and enjoy what we have to offer right now.