Background: 

As a travel destination one of the biggest issues South Australia faces is perception. When people think of South Australia, they think of good food and wine, but not much else - and a nice bottle of Shiraz is not enough to book a flight. There is no rock, or reef or bridge that defines the state. The unique things about South Australia are very different, very personal and very rewarding. South Australia is a curious place, there is so much more than meets the eye.

Idea:
South Australia is the place For Those Who Want A Little More.

In South Australia, the more questions you ask, the more you will experience, so we wanted to show that SA is the perfect place for those who are willing to go beyond the expected and scratch beneath the surface. We needed a clear and differentiating brand idea that we can build on for years to come.

This idea both articulates the curious travellers that we want to attract and also the amazing and rewarding state of SA. It is not about quantity or lots of stuff, it is about deep, rich, unforgettable and unique experiences - because that is why we travel in the first place.

To launch, we picked the top curious experiences in SA and told the story of a hot air balloon passenger and pilot as voyeurs of many different personal stories on the ground, which allowed us to both show the diversity of SA (through places and people) and also the enriching experiences the state has to offer.

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