Winter Our Way Tourism Campaign

404 The Hon. J.S. LEE (Deputy Leader of the Opposition) ().16 October 2024). Can the Minister for Tourism advise:

1. Were any influencers involved in the 'Winter. Our Way.' campaign?

2. If so, what was the total amount paid to influencers for the campaign?

3. What KPIs or expectations were set for influencers involved in the campaign?

4. What was the estimated and actual ROI for influencers involved in the campaign?

The Hon. C.M. SCRIVEN (Minister for Primary Industries and Regional Development, Minister for Forest Industries): The Minister for Tourism has advised:

1. The SATC engaged two brand advocates to promote South Australian tourism businesses as part of the 'Winter. Our Way.' campaign: Olivia Molly Rogers (podcaster) and Charli Grant (Matildas player).

2. No brand advocates were paid a fee for their involvement in SATC's 'Winter. Our Way.' campaign.

3. Brand advocates were engaged to promote winter experiences in both Adelaide and the regions across their social media platforms. Deliverables include Instagram posts and daily story sets. Posts were tagged with @southaustralia and #SeeSouthAustralia and relevant tourism operator handles.

4. The activity is considered to have generated strong return on investment especially given no fees were paid to brand advocates as part of the activity.