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House of Assembly - Fifty-Second Parliament, Second Session (52-2)
2013-11-12 Daily Xml
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TOURISM CAMPAIGN

Ms CHAPMAN (Bragg—Deputy Leader of the Opposition) (14:53): I have a supplementary question to the Minister for Tourism. Following the $6 million Barossa tourism campaign to which he referred as being commended, will the minister confirm that the government is planning a similar campaign for Greater Adelaide, to be launched before the next election?

The Hon. L.W.K. BIGNELL (Mawson—Minister for Tourism, Minister for Recreation and Sport) (14:53): Absolutely—and we are very proud of the work we have done on this. We have been out there doing the research interstate about what people think of Adelaide, in Brisbane, in Sydney and in Melbourne, to get their ideas of what image we should send into their states. On the back of the success of the $6 million ad for Kangaroo Island, then the world-beating $6 million ad for the Barossa, we are going to concentrate on Adelaide as a vibrant city, and we will be spending around the $6 million mark on that as well. It is very important that we tell the story of Adelaide. It is a much different place from when you guys were last in government, when it was considered a rust bucket state. We have turned—

The SPEAKER: The minister will not refer to Her Majesty's opposition as 'you guys'.

The Hon. L.W.K. BIGNELL: My apologies, Mr Speaker. There are people who may not have been to Adelaide since we came into government, and we need to tell the story of South Australia and that Adelaide is a very different city from what it was back in 2001.

So, the ad that we are doing will be all about our vibrant laneways that the Deputy Premier has created; it will be about the Adelaide Oval, where the government has invested over half a billion dollars to bring people from around Australia here to watch AFL football. We already know—I have told the house before—that all 18 clubs are going to be bringing people here, and bringing millions of dollars into our state on the back of that investment.

We are going to capture all those images. It will not just be the CBD; it will be Greater Adelaide, so expect to see McLaren Vale in there; expect to see the Adelaide Hills in there. They are out at the moment, working on the concepts. The same people who were responsible for the Barossa ad and for the Kangaroo Island ad are preparing the Adelaide ad. I know there were some detractors when we came out with those ads; we will probably expect a little bit of negative feedback around the new Adelaide ad when we launch it around Tour Down Under time.

The Tour Down Under is a very important time for Adelaide. Adelaide and South Australia are on the Australian map: people are reading about it on the front page and back page of newspapers, and they are seeing it on their TV screens. So, to intersperse the coverage of this wonderful international cycling race with some fantastic imagery around Adelaide I think is a winner, and I think any person who knows their marketing would think it was great timing.

The SPEAKER: Further supplementary, member for Bragg.

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