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Legislative Council - Fifty-Fifth Parliament, First Session (55-1)
2024-11-26 Daily Xml
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Winter Our Way Tourism Campaign

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

1. What is the total cost of the 'Winter. Our Way.' marketing campaign for 2024?

2. What is the estimated and actual ROI?

3. Please provide a breakdown of the advertising costs across all paid mediums including print, newspapers, TV, radio, digital media and social media?

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

1. Total cost of winter focused marketing activity excluding fees is $1,194,507.

2. The objective of the campaign was to stimulate short-term bookings during the 2024 winter period.

The South Australian Tourism Commission (SATC) sought to drive website traffic to the Holiday Deals and Offers page on southaustralia.com. For the total campaign period of May-August 2024, page views to the Holiday Deals and Offers page were up 46 per cent on the four months prior (May-August 2024 compared to January-April 2024). 'Claim deal' button clicks increased 280 per cent on the four months prior (May-August 2024 compared to January April 2024).

The SATC also executed 23 cooperative marketing campaigns to drive winter visitation underpinned by Winter. Our Way. message. Based on the SATC's analysis taking into account visitor nights, passenger and NVS data, the campaigned generated a potential total economic benefit of approximately $85 million.

Channel Total
Radio $91,352
Out of Home $29,657
Press $98,197
Magazines (inc. digital) $5,800
Pinterest $2,100
Social $4,210
Search $228,244
Total $459,561


*Please note that this breakdown is exclusive of fees and GST and excludes $734,946 of cooperative marketing investments.

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