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