WHY IS IT SO HARD TO MARKET SOUTH AUSTRALIA? IT SHOULDN'T BE AND IT'S TIME TO GET IT RIGHT

Something that has constantly grated on me since I discovered the wonders of South Australia, I’ve mentioned this before, is how many people outside of South Australia don’t seem to have a broad enough clue on what this beautiful state has to offer.

If I could have a dollar for every conversation I’ve had with outsiders, about what I believe are the most incredible parts of this section of the world, I’d be able to buy up most of Rundle Street. Which would be rather nice!

Only last week was I having such a conversation with a friend from Melbourne who is retired and always on the look out for a new adventure to a stunning location, and thankfully this time, I had another Adelaidian with me, that helped ramp up the argument that South Australia is so much more than it’s wonderful wineries.

And then there are the ignoramus Adelaide bashers that write the state off as some sort of pointless sport. Let’s not forget that bagging something is always about making the bagger feel superior about themselves, so why pick on Adelaide?

Well because too many people don’t know what it’s about.

It was great to see the last run of tourism ads running around the other states, and by all accounts it was a really lovely ad that certainly highlighted the nostalgia of an untouched Australian state, not yet ruined by flashy buildings and man made highlights.

But what it also did, in my opinion was just make South Australians feel warm and fuzzy about their home. It didn’t show anything realistically that any other part of Australia has to offer. I’m sorry, but it just didn’t.

If the aim of marketing to the rest of the world in order to create interest in others spending their time holidaying here, then you’ve got to intrigue them and find a positioning that sets the place apart from the other options. Why is it so hard to do this when you have a product, as it is seen to a marketing person, that is teaming with extraordinary gems just waiting to get some air time?

Perhaps it does mean asking marketing experts outsider of the state to come and view the various treasures of South Australia to get a real perspective on what’s here that isn’t elsewhere? Like the Flinders Ranges, this is unique and spectacular to South Australia.

I’ve never seen more stars in any other part of the world as I did staying in the middle of nowhere in the Gawler Ranges. Never seen such colours in a sunset as I have even just down at Henley Beach.

Beaches that take your breath away which let’s face it, to an Aussie, is pretty hard to do because that’s one of the things we do best. And we do draw a tourist crowd because of. South Australia as far as I’m concerned beats the other states hands down. Ask most non South Aussies and they don’t seem to know that. They know about the wineries, but that’s often it.

As someone that was not born in this state will tell you, there is a mystery about South Australia that could be marketed really well. There are legends and myths about some truly strange things that certainly I wouldn’t always put on a brochure but mystery is alluring, and someone needs to tap into it.

It’s time to put some new images out to the world about South Australia. I recently came across a lot of them thanks to the work of Adelaide photographer Alex Frayne, whose series called ‘Adelaide Noir’ truly captures the dream like quality that my memories of South Australia contain.

Like those things that thousands of Australian women are about to plonk on their heads during the races, the fascinator, which is designed to show a little bit of the face but leaving just a little bit of allure in order to intrigue those that come across it. South Australia should be very easy to market.

DO YOU THINK SOUTH AUSTRALIA IS MARKETED WELL? WHAT IS YOUR IMPRESSION OF SA? *Photos by Alex Frayne – check him out at Alex Frayne – film and images www.fusionjazzer.com

20 thoughts on “WHY IS IT SO HARD TO MARKET SOUTH AUSTRALIA? IT SHOULDN'T BE AND IT'S TIME TO GET IT RIGHT

  1. From: PK Subject: ilovesouthaustralia

    Message Body:
    Hi, I read your column in today’s advertiser about the hidden gems in South Australia with great interest. I Love South Australia and chose to come here to live. Keep up the good work. Most people feel lazy about sharing their thoughts about why they love South Australia. Its like pulling teeth out. After much effort I have only managed to get some comments on our website http://www.ilovesouthaustralia.com.au . Well Rome was not built in a day. Problem is that as you pointed out, every day the world passes us by because we wont talk about our beautiful state. If we wont, who will.

    regards

    PK

    p.s. I am following you on twitter now.

  2. From: Julie Kinney
    Subject: Wednesday column

    Message Body:
    I am here showing 20 people around your fab. State. Gardens,old shep stations, flinders and wine. Would do moe if I could everyone always loves it. Agreed. A big secret. Spread the word more


    This mail is sent via contact form on Amber Petty http://www.amberpetty.com.au

  3. Thank you lovely Julie!!!! So nice of you to take the time to drop me a line. I hope you and your gang have a wonderful time. Strange one but if you have time, take the State Library tour… North Terrace…. It has some great historical stuff in there including designs in the new part that showcase all the Agricultural and mineral exports of the State. It’s one if my favourite indoor spots. Take care. X

    Sent from my iPhone

  4. Amber – I have not met you, but read your articles from time to time. However, I will now become a regular as a result of the feedback I have received about your recent positive story about South Australia’s amazing resources.

    3 phone calls and some “pub talk” about you was great feedback and I felt obligated to write and acknowledge your contribution. We feel that if there was ever a time for South Australian’s (and South Australian residence) to support each other, that time is now.

    Well done again for your support.

    Enjoy the remainder of your break.

  5. I love South Australia although it can be hard to explain that to someone who is not from here. With so much competition for tourism dollars all over the world it’s hard to pick out one thing that is really going to make a difference but I would love so see some sort of viral video being produced, you know, something that gets millions of views on Youtube, something funny, quirky, uplifting. Maybe the Tourism Commission can run a competition for the best viral video promoting South Australia?

    • Hi Adrian, yes you’re right there is alot of competition for the tourist dollars but South Australia has a tonne of stunning locations that are completely unique to this part of the world. Travelling through the outback, Gawler Ranges I was blown away at how colourful the landscape was and how it turned over….changed every couple of minutes as we drove. I thought outback was just full of red dirt but this trip proved me totally wrong. And what about Lake Eyre…..on a hot sunny day, with the intense white salt against the backdrop of the brightest blue sky I’ve EVER seen..and THEN emus running across it. I thought I was dreaming!!!!!! Or waking up on a houseboat on the Murray as the sun comes up, mist rises from the water, and pelicans crusing past on the water which was literally like glass. Do I sound like a wanker or what? But these are just some of the breathtaking things I’ve seen. So if they’re not a few good images to throw into a commercial or brochure I don’t know what is. But I LOVE your viral video idea. If only someone would think outside the square like that a bit more often. Thanks Adrian. Hope you’re well!!!!!!

  6. I would argue that the state itself isn’t that hard to market but the problem lies with those who are charged with marketing it. The debacle with the S.A Tourism Office just recently comes to mind.

    Marketing the state requires that we think outside of the box and surrender old methodologies. I mean, we have the freaking internet.

    Consider this – and put aside the fact that he eventually ran off with his yoga instructor – but at one time, the Ben Folds song “Adelaide” did more for tourism into S.A. than any big budget campaign achieved. I know of all sorts of people who flocked to S.A. on the strength of that one song alone.

    S.A. bashing might be some sort of blood sport but South Australians are expert at biting back. We suffer from our own sense of cultural cringe rather than smile and nod and say “No worries mate. I’ll just bite into this beautiful Perrymans meat pie while you have a cravk at that stale and mouldy old Four ‘n’ Twenty. Then, if I’m feeling charitable, I might shout you a beer at the “Wheaty” because I know most of your pubs have been brought out by super markets and they only serve their shite CUB beer while my local has a plethora of beers on tap from local SA micro brewers – taste of the world mate. All in one place. Abd excuse me if I don’t remind you that we grow the best grapes in the world…”

    “Adel-aide, on a plane, far from the Unit-ed States, of L.A. …”

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