ANNUAL REPORT 2012/13

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South Australian Tourism Commission

ANNUAL REPORT

2012/13

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CONTENTS

CHAIR’S REVIEW

It is an industry that comprises thousands of businesses, ranging in size from large multi-nationals and publicly-listed companies to small enterprises. What is common to all is the passion and energy of the people that work in tourism in South Australia – not only to succeed in their business but to support their local communities and sell the State. Many of these businesses operate in regional South Australia, making the success of these enterprises essential to the lifeblood of many communities.

The SATC Board, with its mix of skills, knowledge and expertise, clearly

understands the importance of the industry and the contribution that it makes to the economic life of the State.

Through interaction with operators and industry representatives, the Board seeks to ensure the SATC’s strategic direction remains aligned to the goals clearly set out in our Act. That is:

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to secure economic and social benefits for the people of South Australia through the promotion of South Australia as a tourist destination and the further development and improvement of the State’s tourism industry.

During the past year, the Board travelled to the Flinders Ranges to meet operators and inspect new and existing tourism products. It has planned visits to the Adelaide Hills, Fleurieu Peninsula and Eyre Peninsula in the coming year.

In 2012-13, the SATC launched phase two of the Kangaroo Island domestic campaign ‘Let Yourself Go’. This is in line with T4 of the South Australian Strategic Plan to increase visitor expenditure in South Australia to $8 billion and on Kangaroo Island to $180 million by 2020.

Towards the end of the financial year, the SATC also unveiled its new ‘Be Consumed’ campaign for the Barossa. This new campaign showcases the State’s food and wine credentials, targets key interstate markets and complements Tourism Australia’s upcoming food and wine campaign and increases focus on this area.

The intrastate campaign, ‘Best Backyard’, moved into its second phase, which involved the marketing of all regions in South Australia in one integrated campaign. This is in line with the SATC’s focus growing intrastate demand and included a well-received television campaign for Eyre Peninsula. The SATC continued to upgrade and develop its digital assets and digital channels. The visual assets were upgraded with eight regional photo shoots, which now provide a thousand new images on the Media Gallery. More than 25,000 images and 265 videos were downloaded during the past 12 months alone, making the gallery a valuable asset for the State.

The SATC also enhanced its corporate communications with the redevelopment of the website, tourism.sa.gov.au, into an easy to manage and navigate platform providing a central location for all our corporate business information. In addition, communication with industry has been streamlined and better targeted with new briefings that report better than standard click-through rates.

Importantly, South Australia is more accessible than ever before. In partnership with Adelaide Airport, the SATC secured a game-changing airline agreement to bring one of the world’s biggest airlines to Adelaide. Emirates began a four-times- a-week service to Adelaide in November 2012, which increased to a daily service from February 2013.

Singapore Airlines also increased the number of direct flights it has to Adelaide, so in spite of Qantas deciding to withdraw a three-times-a-week service to Singapore from April, the SATC is well on track to meet its 2020 international airline seats target. In addition, Malaysia Airlines and Cathay Pacific are maintaining their direct services to Adelaide.

The SATC continued its co-operative marketing arrangements with airline and trade partners, both domestically and internationally, to leverage additional profile of the State as a tourism destination in our key markets. In the past year there have been successful campaigns run with Flight Centre, Webjet, Wotif, Expedia, Escape Travel, Qantas, Singapore Airlines and Emirates, among others.

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CHAIR’S REVIEW

During the past year destination action plans for each of the state’s 11 tourism regions were completed, identifying priority actions and opportunities to develop tourism in our regions over a three-year period. The SATC also announced an increase in funding to each regional tourism organisation to support the retention of full-time regional tourism manager positions.

Events continued to be a key trigger for visitation to the State and the SATC through Events South Australia, continued to manage and support a range of successful and iconic arts, cultural and sporting events. These include the Santos Tour Down Under, the Credit Union Christmas Pageant, World Tennis Challenge, Australian University Games, Rescue 2012, World Bowls Championships, the Australian Swimming Championship, Age Swimming Championships, WOMADelaide, FINA World Diving Junior Championships and Targa Adelaide. In 2012-13, another of our major events, Tasting Australia, appointed a new creative team to drive the direction of the event. South Australian icon Maggie Beer is the event patron with chef Simon Bryant and wine expert Paul Henry as creative directors. The SATC has continued to work with government agencies on projects such as two of the Premier’s Cabinet taskforces - Vibrant City and Premium Food and Wine from our Clean Environment - providing advice and direction on issues that benefit or have an impact on our tourism industry. Additionally, Events South Australia is leading the co-ordination of the planning and delivery of events through chairing the Major Events Group.

After a year as both chair and chief executive, I was able to step back from the latter role in April 2013 following the successful recruitment of a new chief executive. Following an international search, the SATC was very fortunate to secure Rodney Harrex, Tourism Australia’s General Manager of UK and Northern Europe. Rod has a great deal of experience in the tourism industry, representing Tourism Australia in a range of international markets. Since starting in April, he has been extremely active, visiting regions and meeting with operators, as well as understanding the financial constraints that recent budget measures have imposed on the commission.

With new leadership and an experienced Board, the SATC is well placed to take on the challenges and opportunities ahead.

JANE JEFFREyS

Chair

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However, I was equally aware that South Australia needs to do more to make its voice heard in a very competitive marketplace; where we not only compete against other Australian states, but also against international destinations that have been more attractive to domestic travellers because of the strength of the Australian dollar. Since I commenced in the role in April, I have travelled extensively across South Australia, meeting hundreds of operators and experiencing their tourism products. This has reinforced my belief that South Australia has a lot to offer the visitor with an industry that is driven by passionate people who know their product.

The SATC’s key role is to make sure that domestic and international visitors know about these experiences and events and are inspired to visit.

Of course many of our iconic experiences are to be had out in our regions, which is why, after consulting with the regional chairs, the SATC has substantially increased its annual funding to support the regional tourism managers. The managers are a key link between industry, local government, regional development bodies and the SATC. The new Barossa campaign has sparked debate, not only about its dark, edgy mood and authentic experience proposition, but because it has reinforced South Australia’s claim to be the food and wine capital of Australia. My focus in the coming year is to convert that interest into visitation, not only to the Barossa, but to all our other regions where visitors can enjoy fresh, authentic produce from the land and the sea.

It is my very strong belief that events have a really important role in triggering that conversion. Therefore it is my intention to build on our key cultural, food and wine, sporting and business events to ensure that happens. We want the visitor to not only experience the event but, through working with trade partners, ensure that they want to stay and explore.

Our focus will continue to be our own managed events such as the Santos Tour Down Under, Tasting Australia, Word Adelaide and the Credit Union Christmas Pageant, and on supporting the work of our partners in the convention industry and arts community. Of course our capacity for events is only going to be enhanced by the transformation of the Riverbank precinct, in particular the Adelaide Convention Centre and Adelaide Oval. We are working with partners to ensure that this is not just a benefit for Adelaide, but for our regions as well.

Adelaide is the doorway to our state with 90% of internationals and 73% of interstate visitors including this region in their itineraries. Both types of visitors spend at least one night in Adelaide. Adelaide is increasingly important as domestic air access has increased, with more consumers accessing South Australia by air, rather than by road. Now almost 58% of interstate visitors access South Australia via Adelaide airport, up from 40% in the year 2000. Access will continue to be another important way to ensure the sustainability of our industry. We have worked to bring new airlines to the State, but we must also continue to support our existing airlines to ensure their ongoing sustainability. We will do this through formal and informal

We will also continue to develop our cruise line access, not only to Adelaide but to our regional ports in Port Lincoln, Kangaroo Island and Robe. We are highly regarded as a cruise destination and our volunteer program, meeting and greeting the ships and their passengers, is considered by many cruise visitors as second to none. That’s one reason why more cruise liners are including South Australian ports on their itineraries in coming seasons.

It is important to reach out to expertise in industry to help shape our future strategy. Therefore I have established the International Marketing Advisory Group. This group will improve the SATC’s interaction with inbound-focused tourism operators and get their input and advice on our international marketing planning and activities. In the coming year the SATC will also be consulting more broadly with industry about our new 2015-17 State Tourism Plan strategy as part of our detailed communication process with our key stakeholders.

The coming year will clearly present fresh challenges for the SATC as we focus on what we have the resources to fund. What is clear is that as an agency that was established under the Act to promote South Australia as a tourist destination, the focus is going to be increasingly on our marketing strategy. Market forces will ensure that the industry invests in experiences and development if visitation increases towards the SATC’s $8 billion tourism expenditure goal by 2020.

ROD HARREX

The opportunity to join the South Australian Tourism

Commission as Chief Executive excited me because

through my position as Tourism Australia’s General

Manager of UK and Northern Europe, I was aware that

South Australia offered many unique experiences to

entice the domestic and international visitor.

CHIEF EXECUTIVE’S

REPORT

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SATC BOARD

SATC BOARD

The South Australian Tourism Commission (SATC) Board is the

governing body of the South Australian Tourism Commission and

was established under the South Australian Tourism Commission

Act 1993.

The Board has overall responsibility for:

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Planning the strategic direction and monitoring achievements of goals of the SATC

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Maintaining strong partnerships with the South Australian tourism industry

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Ensuring sound corporate governance The Board meets monthly and comprises nine members subject to the control and direction by the Minister for Tourism via an annual Performance Agreement. The Board is required to report annually on the SATC’s operations and its performance objectives in relation to the Performance Agreement.

During 2012-13 the Board comprised:

• Jane Jeffreys* Chair • Ian Horne • Lyn Tuit • Michael Tilley • Kris Lloyd • Jan Turbill • Brian Hayes • John Irving • Andrew Bullock (commenced 1 October 2012) • Rodney Harrex

Chief Executive (Ex Officio) (commenced on 8 April 2013) * Jane Jeffreys’ term as CE

concluded on 7 April 2013

REPORT AGAINST THE 2012-13

PERFORMANCE AGREEMENT

BETWEEN THE SATC BOARD AND

THE MINISTER FOR TOURISM

The 2012-13 Performance Agreement between the Board of the South Australian Tourism Commission and the Minister for Tourism lists eight strategic focus areas to assist the SATC in achieving the $8 billion visitor expenditure target by 2020 as set out in South Australia’s Strategic Plan.

PRIORITy 1 – VIBRANT CITy – INCREASE ADELAIDE’S REPUTATION AS A WORLD CLASS CITy WHICH OFFERS MANy ExPERIENCES, EvENTS AND FESTIVALS FOR ALL TyPES OF VISITORS:

In 2012-13, the SATC continued to stage, develop and attract major events and festivals, aimed at creating vibrancy in the city, building the South Australian brand nationally and internationally and attracting more visitors to South Australia. A key focus was to develop new events, particularly in the city during the winter period.

As part of this strategy, the SATC announced that a new event, Word Adelaide was to be held from 15-18 August 2013 at a range of city venues. The festival explored the power of words, inviting audience members to join intimate conversations with national and international celebrities.

The SATC also secured new events, including the World 2015 Duathlon Championships (running and cycling) which will take place in the middle of the city and the 2014 Australian Short Course Swimming Championships. The SATC also led the State’s bid to host games for the 2015 Cricket World Cup.

The SATC increased its marketing support for signature arts and cultural events, including the Adelaide Fringe, Festival of Arts and WOMADelaide, which position Adelaide as a vibrant city. Support was also provided to the Art Gallery of SA for the Turner from the Tate Exhibition.

Other key achievements included:

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Managing the Santos Tour Down Under,

which celebrated its 15th anniversary in 2013. The event is a major drawcard for attracting visitors to the State, with more than 40,000 interstate and international visitors travelling to South Australia for the race, injecting more than $43 million into the State’s economy. The event was broadcast live nationally and internationally every day for the first time.

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Managing the 2012 Credit Union Christmas

Pageant, which celebrated its 80th birthday with an estimated 350,000 people lining the streets of Adelaide to view the event. The Pageant also reached an average audience figure of 213,635 South Australians watching the TV broadcast live and replayed later in the day. A four day Pageant Trail along North Terrace was held in October to commemorate its 80 years, which attracted 25,000 visitors to the city.

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Sponsoring and hosting a range of events,

including the Australian Inline Hockey Championships, Junior World Diving Championships, the EnergyAustralia Swimming Championships, the Australian Age Swimming Championships and 2012 Australian University Games.

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PRIORITy 2 – FOCUS ON INTERSTATE MARKET AND INCREASE SHARE OF TRAVELLERS WHO SPEND MORE AND STAy LONGER:

In 2012-13, the strength of the Australian dollar continued to present an ongoing challenge for the tourism industry, making South Australia a relatively expensive destination when compared to some popular overseas holiday destinations. As a result, there has been a small correction in the State’s tourism expenditure which sits at $5.0 billion as at 30 June 2013. However, the tourism industry remains a significant contributor to South Australia’s economy and employment in the State, directly employing 32,000 people and indirectly employing a further 24,000.

Domestically, in 2012-13, the second phase of the ‘Let Yourself Go’ campaign featuring Kangaroo Island was conducted in the key interstate markets of Sydney, Melbourne, Perth, northern NSW/SE Queensland and incorporated television, press and magazine advertising. The SATC built on the success of this campaign by re-introducing the Barossa brand to the market with a new television commercial airing from May 2013 in the key interstate markets of Melbourne, Sydney and Queensland. The commercial is being supported by press and public relations activities. The ‘Barossa. Be Consumed’ campaign showcases the Barossa as a premium food and wine destination. Other key achievements included:

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The Barossa featured in Masterchef Australia episodes, which showcased the region to millions of viewers over one week, demonstrating what sets the Barossa apart from other interstate food and wine tourism regions.

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Undertook co-operative campaigns with key domestic trade partners such as wholesalers, retailers, online retailers and domestic airlines.

PRIORITy 3 – DELIVER

qUALITy ONLINE AND DIGITAL DEVELOPMENTS:

2012-13 saw a focus on improving southaustralia.com to encourage visitors to the site to book a trip to South Australia. Improvements made to the site included the addition of more videos and fresh images, improved search functionality and a new regional map, which integrates with the ‘Best

The SATC acknowledges the importance of social media and has developed and implemented a social media and advocacy strategy based around web video content. The videos highlight the creative and innovative nature of South Australians. Other key achievements included:

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The SATC enhanced its corporate communications with the redevelopment of the website, tourism.sa.gov.au into an easy to manage and navigate platform providing a central location for all its corporate business information. The website provides information on tourism news, developments, research reports and strategic plans and is intended as a resource for the South Australian industry and stakeholders.

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Communication with industry has been streamlined and better targeted with new briefings that report better than standard click-through rates.

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Working with tourism operators to encourage them to become bookable online on southaustralia.com.

PRIORITy 4 – GROW INTRASTATE TOURISM DEMAND

The ‘Best Backyard’ intrastate marketing campaign continued in 2012-13 and was designed to remind South Australians why they should take a holiday within their own State. The focus for this year was to highlight the uniqueness of each region. Campaign activity included television commercials, radio, print (press and magazines) and digital marketing. The SATC also worked closely with operators and industry stakeholders to assist them to better utilise their region’s brand in their marketing activity. The regional brands showcase the uniqueness of each region, giving consumers specific and compelling reasons to visit.

The Marketing team began a program of regional workshops with local tourism businesses where the practical application of the regional branding was explained. This will continue next year.

PRIORITy 5 – MAINTAIN EXISTING INTERNATIONAL MARKETS (EG. UK AND NZ) AND INCREASE INVESTMENT IN CHINA AND INDIA:

The SATC has maintained international representation in the UK, Germany,

A range of campaigns were conducted in each market aimed at positioning South Australia as a compelling part of the Australia journey and a destination in its own right. Activity included:

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Working closely with Tourism Australia to leverage the ‘One Voice’ concept via Tourism Australia’s ‘There is Nothing like Australia’ brand activities and where relevant working with other State Tourism Offices.

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Partnering with Tourism Australia and other State/Territory tourism partners in the “Best Jobs in the World” Campaign aimed at the youth market. The South Australian job as ‘Wildlife Caretaker’ will showcase the State’s wildlife experiences, with a focus on Kangaroo Island and Eyre Peninsula. South Australia’s job was the second most popular behind New South Wales. Greg Snell from Canada was announced as the winner on 21 June. When the competition closed, the campaign had generated $26 million worth of media coverage.

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Launched the Activating China strategy, which provides a framework for South Australia to maximise growth from China.

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Maintained a strong social media presence in

these markets through facebook and twitter.

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Hosted the 2013 ATEC Symposium

from 4-7 June 2013. The Symposium is an inbound tourism conference which attracted more than 300 key representatives of the Australian tourism export industry.

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Worked in partnership with key Indian travel companies Kuoni, makemytrip.com, Mercury Travels and Vacations Exotica to promote South Australia and participated in joint marketing activity with Singapore Airlines in India for the first time since 2005.

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The State Government tasked the SATC

with leading South Australia’s bid to host matches in Adelaide during the 2015 Cricket World Cup. The SATC identified that winning significant India content would give the SATC a rare opportunity to leverage considerable publicity in an important emerging market. As part of that strategy the SATC began discussions with trade partners and media to prepare for future activity should the SATC be successful. Research prepared by the SATC’s Strategy and Insights team confirmed that South Australia was well placed to benefit from an India strategy linked to the 2015 Cricket World Cup.

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SATC BOARD

PRIORITy 6 – MAKE SOUTH AUSTRALIA MORE ACCESSIBLE:

The SATC developed a 2012-15 Aviation Strategy which identified specific goals and partnerships to be developed to encourage growth in domestic and international seats into Adelaide. The Strategy also identified the need for a clear partnership with Adelaide Airport Ltd and other Government Departments to ensure a Team Adelaide approach. In the past some partners had been working independently and this caused confusion at times with some carriers. In addition the SATC developed a Cruise Strategy with the aim of attracting more ships to Adelaide and our regional centres in what is the fastest growing area of tourism internationally.

Key achievements in 2012-13 included:

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Secured direct flights from Emirates,

which started in November 2012 and increased to a daily service in February 2013. It is estimated that Emirates flights will contribute $40 million per annum in direct expenditure to South Australia, and more than 100,000 passengers per annum into Adelaide. These direct flights provide excellent connectivity from South Australia’s important European markets.

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As at the end of April 2013 (when the

Northern Hemisphere Summer Airline Schedule was released), there were 42 international flights per week operating into Adelaide, compared with the 13 weekly services in 2003.

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Singapore Airlines announced it was to increase direct flights to Adelaide from ten to 12 flights per week from July 2013.

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Domestically, as at the end of April 2013

(when the Northern Hemisphere Summer Airline Schedule was released) there were 76,915 domestic seats operating into Adelaide, up from 69,558 seats at the same time the previous year. These seats are operated by Qantas, Virgin Australia, Jetstar and Tiger.

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Attracted 16 cruise ship visits in the 2012– 13 season, bringing 48,000 passengers and crew with an estimated $9 million in direct expenditure to the State’s economy.

PRIORITy 7 – DEVELOP HIGH-END TOURISM PRODUCTS AND EXPERIENCES:

The SATC acknowledges the importance of continuing to encourage developments in South Australia and in 2012-13 successfully implemented a range of assistance programs to encourage the development of high-end tourism products and experiences.

The Tourism Development Support Program aims to develop or improve tourism infrastructure across the State.

Some key projects that received funding during 2012-13 included:

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Port Lincoln Airport (new airport terminal);

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Heliexperiences (Infrastructure

associated with scenic helicopter flights on Kangaroo Island);

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Sticky Rice Cooking School accommodation (three luxury themed villas – Adelaide Hills);

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The Barn (new luxury accommodation at

Mt Gambier);

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Kingsford Homestead (luxury accommodation and events – Barossa); and

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Wilpena Pound (eco accommodation safari tents and resort upgrades). The New Product Support Program accelerates the commercial viability of strategically important new tours, attractions and experiential accommodation across the State. Businesses in the program receive financial and in-kind assistance through case management of each project. Key projects which received support in 2012-13 included:

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Mc Murtrie Mile (experience offering at six cellar doors in McLaren Vale, Fleurieu Peninsula);

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Canoe the Coorong (new Pelican Island Tour – Murray Lakes and Coorong);

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Jurlique (tours of Mylor Farm - Adelaide Hills);

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Wilkadene (micro-brewery experience on

the Murray River - Riverland);

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Jacobs Creek Visitor Centre (Chinese

focused experiences - Barossa);

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Majestic Minima Arts Hotel (experiential art themed accommodation - Adelaide); and

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Robe Sailing (sailing experiences in Robe,

Limestone Coast).

In addition, the SATC hosted various business decision makers on familiarisation visits in South Australia to encourage investment in tourism.

PRIORITy 8 – CONTRIBUTE TO THE GROWTH OF SOUTH AUSTRALIA’S FOOD AND WINE EXPERIENCES:

The SATC recognises the importance of the food and wine offering for tourism in South Australia and is committed to positioning South Australia as the food and wine capital of Australia.

The SATC has been working across the agency and with industry stakeholders to support food and wine through marketing and public relations activity, food and wine infrastructure and experience development grants, as well as staging and supporting major events around the food and wine theme.

Activities in 2012-3 included:

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Won the right to host Savour Australia, the Global Australian Wine Forum, which is the biggest and most comprehensive Australian wine forum ever undertaken. The three-day business forum, being held from 15 to 18 September, will challenge the commonly held perceptions of Australian wine. It is expected that Savour Australia 2013 will bring more than 650 national and international delegates to Adelaide, with more than 100 of them individually selected to attend as they are among the most influential in the international wine industry.

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The promotion of food and wine in the SATC’s intrastate and interstate marketing campaigns such as The ‘Barossa. Be Consumed’ campaign.

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Announced a new creative team for

Tasting Australia 2014. Whilst the 2014 event will retain its national and international focus, there will be a renewed focus on South Australian produce and talent. The SATC will work with the local industry to provide a platform for the State to position itself as a producer of premium food and wine, produced in a sustainable way.

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Support for television and radio programs that showcase South Australia’s food and wine offering, including Masterchef Australia from the Barossa; Channel Ten’s food and travel show, Taste of Travel and Channel Seven’s SA Life.

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Hosted food and wine journalists on targeted familiarisation visits, generating millions of dollars of ‘food and wine’ publicity from resulting print and television articles.

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Focused on the development of quality, sustainable tourism development which complements food and wine experiences, and establishes alternative avenues of revenue for the respective businesses. Projects which were supported through the SATC’s Infrastructure and New Product Support programs included:

- A restaurant and event facilities for premium events at Hentley Farm in the Barossa;

- Chinese tours of the Adelaide Central Market;

- KI Source, a farm-based cooking school at Penneshaw on Kangaroo Island; and - Development of a sensory wine/food

matching experience at Te Aro Estate in Williamstown (Adelaide Hills/Barossa).

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ORGANISATION CHART

Effective – 30 June 2013

Finance

Commercial &

Procurement

Human Resources

& Facilities

Information

Communication

Technology

Infrastructure

Investment &

Experi-ence Development

Regional

Partnerships

Marketing

Communications

Marketing Strategy /

Development

Regional Sales

Chief

Executive

Rodney

Harrex

Destination

Development

& International

Marketing

Nick Jones

Marketing &

Communications

David

O’Loughlin

Finance &

Business

Services

Stephanie

Rozokos

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ORGANISATION CHART

Executive

Services

Executive

Services

Publicity &

Public Relations

Policy

Trade Events

& Projects

Strategy & Insights

Media & Trade

Familiarisations

Access

International

Marketing

Strategy & Business

Development

Event

Management

Corporate &

Government

Relations

Rik Morris

Events

South Australia

Hitaf

Rasheed

Chief

Executive

Rodney

Harrex

Destination

Development

& International

Marketing

Nick Jones

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SATC marketing activity is designed to increase consideration for SA

and its regions, and improve perceptions about South Australia as

a tourism destination brand and importantly convert consideration

to visitation. Marketing and Communications works across the SATC

in the delivery of initiatives such as digital content, cooperative

campaign activity, promotion of events and product.

MARKETING &

COMMUNICATIONS

The group consists of three key areas: Strategy and Development, Marketing Communications and Industry Development. The strategy and development team is responsible for setting the direction of SATC domestic and intrastate marketing strategy, regional marketing, relationship marketing, digital marketing, visual and brand assets, insights and tracking.

The Marketing Communications team is responsible for delivery of SATC marketing activity, including campaign management, trade marketing, creative and design management, visual assets management, and content management.

In November 2012 the Partnerships Trade Marketing team and the Regional Sales Team (which consisted of the Industry Online Development Team and the Visitor Information Centre team) moved across from the Sales and International Group, to the Marketing and Communication Group. In April 2013, the Regional Sales unit was renamed Regional Sales and Industry Development and incorporates the Visitor Information Centres, Industry Online Development and Online teams. The Trade Marketing team was made also then incorporated into the Marketing Communications team.

The above change sees the Marketing and Communication Group closer aligned under the three areas of focus; being Strategy & Development/Marketing & Communications/ Regional Sales & Industry Development.

MARKETING STRATEGy/ DEVELOPMENT

Regional Marketing

This unit communicates with key tourism contacts and the Regional Tourism Offices (RTOs) in each region in relation to SATC marketing activities and the opportunities for regional operators and RTOs to be involved in these activities.

The regional marketing team assists operators and RTOs in regard to issues, questions and queries they may have in relation to the marketing of their region. The team ensures that regional marketing is in line with regional brand positioning. Regional Marketing also has input into key regional collateral (primarily the 12 regional visitor guides, Shorts and the Wine & Food Guide), development of campaigns for intrastate and interstate markets, regional events and promotion, managed industry development and marketing funds.

Relationship Marketing

Relationship Marketing is responsible for extending SATC marketing activities through digital marketing channels, including email, social media, online advertising and search engine marketing. The unit also manages a growing database of 100,000+ domestic consumers who receive targeted email marketing, as well as an advocacy program and third party content generation.

Insights

Research is an integral part of marketing strategy development, and the tracking and monitoring of SATC marketing activity.

Insights are gathered from various sources, including BDA tracker reporting, and where necessary, commissioned research. The Insights unit works closely with SATC’s Strategy team to ensure alignment, and in particular, to leverage available data (NVS, TOMM, BDA). Domestic and intrastate marketing campaigns are tracked on a monthly basis via a BDA communications tracker, allowing for ongoing optimisation of marketing activity.

Digital Strategy

Digital strategy plans and maps out the digital evolution for SATC’s online channels ensuring they are in-line with industry best practice.

Visuals Assets

Through the production of regional photo shoots the SATC Visuals Unit is responsible for producing visual assets in line with the visual language of brand South Australia. This unit also assists industry partners including media, travel trade and tourism operators in promoting South Australia as a tourism destination by making available an extensive range of photographic images and video footage. These resources are made available through media.southaustralia.com. The SATC Visuals Unit, as well as Creative, is responsible for ensuring the consistency of the South Australian brand is maintained.

MARKETING COMMUNICATIONS Campaign Services

The SATC Campaign Services Unit, in conjunction with local advertising agencies KWP!, Nicknack, WDM and JAM, as well as George Patterson Y&R, implement

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MARKETING & COMMUNICATIONS

integrated campaigns through a variety of media (including television, cinema, print, magazine, digital/online and outdoor) to best reach our relevant target markets both domestically and intrastate.

The Campaign Services unit also manages campaigns for the SATC’s owned and managed events – The Santos Tour Down Under, Tasting Australia, Word Adelaide and the Credit Union Christmas Pageant. The unit supports SATC-sponsored events and regional associations in their marketing plans and activities. The campaign services unit is responsible for managing SATC supported programs such as SA Life, SA Snapshots and South Aussie with Cosi.

Partnerships & Trade Marketing

Partnerships & Trade Marketing are responsible for SATC’s partnerships with domestic airlines, wholesalers, retail travel agents, online travel agents and other tourism partners. Their aim is to increase the amount of SA product contracted and sold by these partners, leverage and grow investment with partners, undertake cooperative marketing activity and educate reservation staff on South Australia’s key experiences; enabling them to be better sellers of South Australia. The team plays a vital role in linking South Australian tourism operators to our industry partners, and identifying opportunities

for tactical promotions, as well as identifying opportunities for packaging of South Australian events including the Santos Tour Down Under.

Creative

Since 1 July 2012, the majority of promotional and marketing requirements for print and online has been outsourced to a Graphic Design Panel of seven contractors appointed through a tender process and contracted for 24 months.

During the last 12 months these contractors have provided design and artwork for SATC’s creative requirements including events and marketing material, collateral, branding, signage, newspaper and magazine adverts, e-newsletters, flash ads and websites. The outsourcing and print production has been managed in-house by the newly appointed Production Manager in the Marketing Communications team.

REGIONAL SALES Visitor Information Centre

On 1 July 2012 the SATC opened the South Australian Visitor Information Centre, co-located with Service SA on North Terrace, offering visitors from interstate and overseas the opportunity to receive advice and assistance in planning their Adelaide and regional touring. The centre is open daily and is located in a prime position opposite the Adelaide Convention Centre and in one of the city’s major hotel precincts.

The Centre provides free access for consumers to computers and free Wifi for those visitors who wish to research using their own devices.

Digital Online

The Online unit implements the SATC’s digital marketing strategy using websites, social media, mobile technologies and data. Online is responsible for the management of SATC’s online and mobile assets including southaustralia.com, m.southaustralia. com, events.southaustralia.com, trade. southaustralia.com, tourdownunder.com.au, m.tourdownunder.com.au, cupageant.com. au, tasting-australia.com.au, tourism.sa.gov. au, Australian Tourism Data Warehouse (ATDW) and social media as well as providing online marketing services and advice to other SATC units.

The key focus for the team is delivering user-friendly relevant content using core capabilities in social media, analytics, search engine optimisation and web copywriting techniques.

MARKETING & COMMUNICATIONS HIGHLIGHTS:

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Launched phase two of the Kangaroo Island domestic campaign ‘Let Yourself Go’ to drive visitation to the State and Kangaroo Island in line with T4 of the South Australian Strategic Plan to increase visitor expenditure in South Australia’s total tourism industry to $8 billion and on Kangaroo Island to $180 million by 2020.

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Towards the end of the financial year, Barossa launched the new domestic campaign ‘Barossa. Be Consumed’, showcasing the state’s Food & Wine credentials, targeting key interstate markets Sydney and Melbourne through television and cinema. The online continuation of the Barossa TVC, displayed within a campaign site, delivering users to products and experiences they can have in the Barossa.

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Launched phase two of the of the intrastate ‘Best Backyard’ campaign, featuring specific marketing of all regions in South Australia for the first time in one integrated campaign. This is in line with the SATC focus area of ‘grow intrastate demand’.

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Rejuvenated visual assets available on the Media Gallery via the production of eight regional photo shoots including, Adelaide Hills, Barossa, Clare Valley, Fleurieu Peninsula, Limestone Coast, Murray River, Riverland and Yorke Peninsula, resulting in over 1,000 new images.

- With over 10,000 registered users of the Media Gallery, there were over 25,000 images and 265 videos downloaded from the Media Gallery in 2012-13.

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Redevelopment of the corporate website tourism.sa.gov.au, to provide an easy to manage platform and a central location for all of our corporate business information. Driven by the PR team this was project-managed by the online team and delivered within a three-month timeframe.

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Provided a Digital Innovation and Development Program to assist operators in the digital marketing space. This was in line with the SATC focus area of ‘cutting edge digital’ by enhancing SA tourism proposition through online channels.

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Replaced Murray River regional visitor guide with separate guides for the Riverland and Murray River, Lakes & Coorong.

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Created 11 short films in partnership with young South Australian film makers, to uncover ‘The Real South Australia’ in creative, unexpected and refreshing productions. As well as launching the films on our YouTube Brand Channel in May, they were also distributed via southaustralia.com, social media and through blogger networks. By the end of 2012-13 the films had received 211,000 hits on these digital channels. The films respond to the SATC focus area of ‘vibrant city’ increasing Adelaide’s reputation as an award class city which offers many experiences, events and festivals for all types of visitors.

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Conducted one of SATC’s largest co-operative campaigns with Flight Centre. Activities included press and television advertising, window displays across all stores nationally, dedicated electronic direct marketing, campaign flyers and social media, training of over 300 consultants and reservation staff in Brisbane, Sydney and Melbourne, and a familiarisation visit to Adelaide, Kangaroo Island and Barossa for 30 Flight Centre reservation staff and travel consultants.

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Supported a large Adelaide fare sale and marketing campaign with Qantas Airways, linked to the MasterChef in the Barossa episodes airing on television and the new ‘Barossa. Be Consumed’ television commercial.

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Hosted 120 delegates and suppliers at the Magellan Travel Group Conference in Adelaide, including pre- and post- familiarisation visits to regions. Magellan Travel Group is a member network of independent travel agents.

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The Destination Development and International Marketing group

contributes to the SATC objectives by helping to develop more

appealing and accessible tourism infrastructure and experiences,

based on the State’s inherent strengths and by increasing investment

in iconic tourism product that reinforces the brand image, message

and distribution opportunities. In addition, it aims to position South

Australia as both a compelling part of the Australian journey and a

destination in its own right, via international marketing initiatives.

DESTINATION

DEVELOPMENT &

INTERNATIONAL

MARKETING

Key to achieving the goal is the need to secure additional direct international flights into Adelaide and attract additional visits from international cruise ships – the fastest growing tourism segment in the world. During 2012-13, staff and financial resources have been focused on developing

Destination Action Plans (DAPs) for each region of the State.

The group includes four Business Units:

INFRASTRUCTURE INVESTMENT & EXPERIENCE DEVELOPMENT

The Infrastructure Investment unit helps stimulate investment in tourism to create a more appealing SA of tomorrow. In conjunction with developers, operators and investors, it is currently working towards the Tourism Plan’s goal of new and refreshed tourism development and experiences in the State through:

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Identifying a range of strategic tourism investment opportunities that are in line with our target markets and introducing these opportunities to “best of breed” investors;

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Case managing major public tourism infrastructure developments from concept stage through to completion;

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Working with investors, developers and other stakeholders to facilitate the development and refurbishment of significant tourism assets;

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Assisting operators (and/or investors) to secure Federal Government funding for key tourism infrastructure projects identified in the Destination Action Plans;

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Utilising the SATC’s Tourism Development Support Program to help make infrastructure projects both environmentally and economically sustainable.

The Experience Development unit works with commercial operators to develop new tourism experiences across the State. This is achieved through its New Product Support Program and the Best of Breed Investor Familiarisation Program, helping operators successfully bring their new product to market. The unit supports the key outcomes of the Regional Destination Action Plans by:

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Identifying experience gaps that are in line with our target markets and introducing these opportunities to existing tourism operators we believe have the capacity to expand their current operations and fill this gap;

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Encouraging the linking and bundling of existing products to present stronger and more tangible experiential offers to the marketplace.

ACCESS

This unit aims to make South Australia more easily and affordably accessible as a destination. The Access team works to develop air access (international, domestic and regional), cruise ship access and road/ rail access. The highest priorities have been in the areas of air and cruise. The unit also works closely with stakeholders who have a mutual interest in opening services to Adelaide, our gateway to SA. Partnerships with airports, airlines, travel wholesalers, cruise lines, Tourism Australia and government agencies have delivered effective access outcomes.

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DESTINATION DEVELOPMENT & INTERNATIONAL MARKETING

REGIONAL PARTNERSHIPS

The Regional Partnerships unit helps align regional “grass roots” tourism resources and effort with the State’s tourism strategy in order to achieve synergy, cohesion, impact and ultimately the greatest benefit to regional businesses and communities. During 2012-13, the first priority was continuing the implementation of Destination Action Plans negotiated with all regions in 2011/12. These plans are effectively measurable “to do” lists which identify priorities and assign responsibilities. The SATC focused on achieving tangible tourism outcomes by deploying the collective expertise of its marketing, events, access, infrastructure and experience development staff. The first annual DAP review meetings were held in all regions in the latter half of the year under review to track progress and ensure that the SATC and regional tourism organisations (RTOs) remain aligned on priorities within the plans. The SATC’s other main focus was on communicating to regional stakeholders. We conducted forums in most regions where senior staff explained the Commission’s strategic directions. Letters were also sent to all local government authorities who are providing funding support to RTOs. These summarised the extent and value of the SATC’s investment in each council’s region. Regional chairs met regularly with the SATC senior management and active liaison was maintained with them and regional tourism managers.

INTERNATIONAL MARKETING

The International Marketing team aims to position South Australia as both a compelling part of the Australian journey and destination in its own right. The SATC’s team of dedicated international representatives across 11 markets that maintain positive relationships with key industry partners to ensure South Australia’s inclusion in wholesale programs, provides training and educational opportunities for the travel trade and develops and implements consumer marketing strategies to influence demand and conversion. They are responsible for professionally and creatively representing South Australia at key offshore consumer and trade events.

DESTINATION DEVELOPMENT & INTERNATIONAL MARKETING HIGHLIGHTS

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November 2012 commencement of direct Emirates flights from Dubai to Adelaide, initially commencing with four services weekly, which then grew to daily services from February 2013.

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Initiation of co-operative marketing activity with funding matched by Emirates and Tourism Australia to leverage the direct Emirates flights. Significant campaign activity was implemented throughout UK/ Europe from November 2012 to February 2013, and Emirates indicated they are very pleased with the initial route performance.

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Announced that Singapore Airlines services from Singapore to Adelaide would increase to 12 direct flights per week effective from 1 July 2013.

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Co-operative marketing activity in conjunction with Singapore Airlines in the United Kingdom, Germany, France, Italy, Singapore, China, India and Japan, which included digital, radio and magazine advertising as well as newspaper supplements.

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16 cruise ship visits to South Australia in the 2012-13 season, with twelve at Port Adelaide, three at Port Lincoln and one on Kangaroo Island. The estimated value of the 2012-13 cruise ship season was $9 million.

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Completion of destination action plans for each of the State’s tourism regions, identifying priority actions and opportunities to develop tourism over a three-year period and conduct review meetings with each of the regions to measure progress.

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Continue to build and leverage our brand with Tourism Australia partnerships across all of SATC’s programs, which includes access partnering.

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Increased funding announced for each Regional Tourism Organisation to assist with the retention of full time Regional Tourism Manager positions.

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Investment in tourism infrastructure projects critical to supporting increased visitor numbers and attracting high yield travellers, including leveraging investment in building and upgrading accommodation in Adelaide and major regional centres. Examples include new accommodation developments in the Limestone Coast and Barossa Regions, completion of the passenger terminal at Port Lincoln Airport, and cruise ship tender vessel landing facilities at Kangaroo Island, and accommodation upgrades in the Adelaide Hills, Riverland, and Yorke Peninsula.

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Development of new premium tourism experiences across the state including wine & food tours and interpretation in the Adelaide Hills, Barossa, McLaren Vale and Riverland regions, a Jurlique Farm tour, premium golfing packages and water based tours on the Fleurieu Peninsula and in the Coorong.

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Continuation of the brand campaign in New Zealand, with the focus shifting from driving desire to driving conversion, through a new consumer micro-site that enabled visitors to plan and book their holiday to South Australia.

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Partnered with Tourism Australia in “The Best Jobs In the World” promotion - the core of which was a global competition involving six State Tourism Organisations, each offering a unique, ‘best job’ prize. The South Australian ‘Wildlife Caretaker’ role, was the second most popular job attracting over 121,000 expressions of interest and 8,551 video applications. In total the competition received over 612,000 expressions of interest from 339,000 individuals from 196 countries and 46,000 video applications.

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The SATC International offices collectively initiated and planned for 300 trade and media representatives to go on familiarisation tours to SA, trained over 15,000 travel agents, generated over $70 million dollars of value in publicity, and obtained over $4.5 million in partnership leverage in marketing the state.

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Events South Australia is the events arm of the SATC. Its charter is to

promote South Australia as a tourism destination and attract visitors

to the State through securing, managing, developing and sponsoring

major events and providing leadership to the events industry.

EVENTS

SOUTH AUSTRALIA

Events are critical to the South Australian Tourism Commission’s strategy as they drive conversion, given the fixed date of an event. Furthermore, events generate significant ‘money-can’t buy’ publicity in key tourism markets.

Events South Australia works to contribute to the Government’s key pillars of Creating a Vibrant City and Premium Food and Wine from our Clean Environment, along with the SATC 2020 targets. It focuses on three core areas: development, marketing and leadership. In particular, Events South Australia works to leverage and grow existing events, attract and develop new events, position the South Australian events calendar, focus on online / conversion, develop the industry and lead through managing events.

In 2012-13, Events South Australia managed two major events: the Credit Union Christmas Pageant and the Santos Tour Down Under. Events South Australia also sponsored and supported more than 40 events ranging from major events such as World Tennis Challenge and the Australian University Games to smaller events across South Australia as part of the Regional Events and Festivals Program. In October and November 2012, South Australia hosted a number of world class events including Rescue 2012, World Lifesaving Championships and the 2012 World Bowls Championships; attracting interstate and international visitors with a combined economic impact of over $20 million. It is estimated that event visitors spent $262 million in South Australia in the year to March 2013.

Events South Australia includes two business units:

EVENT MANAGEMENT

This unit manages events owned by the SATC as well as providing support to sponsored events and industry. This unit is also responsible for sponsorship procurement and management.

Credit Union Christmas Pageant

10 November 2012

In 2012, the Credit Union Christmas Pageant celebrated its 80th year. Community pride was in abundance and the Pageant maintained a world class standard. The six new floats, concepts and promotional elements through the year were well received. Audience numbers were very strong with the overall audience approaching 490,000 including 350,000 at the event and a peak live television audience of 136,000 (an increase of 20,000).

PR outcomes were excellent, largely due to the 80th year celebration and the Pageant Trail, which created a number of promotional opportunities and interest. Media partnerships were exceptional with all partners embracing the 80th year. The PR value for the 2012 event was $10.2 million with the event key performance indicator ($5.25 million) well and truly exceeded. The media launch was combined with a Pageant Trail in the city over four days. This achieved significant event awareness and public participation with a PR value of $773,637. More than 25,000 attended creating vibrancy throughout the North Terrace cultural precinct.

Web site visits from October to November were 62,214 compared to 52,488 in 2011, an increase of 18%. The November peak visits were 16,022 compared with 12,484 in 2011, an increase of 18.5%.

The Credit Union Christmas Pageant is attracting increased public support and awareness creating a strong sense of community spirit within South Australia across cultures.

Santos Tour Down Under (TDU)

20 – 27 January 2013

The 15th edition of the TDU, held in January 2013, was again a very successful tourism event for the State, attracting more than 40,000 interstate and international visitors to South Australia and generating an economic impact of $43.6 million for the State. The week-long event saw more than 760,000 spectators line the 800km route across the State, with race start and finish locations in Adelaide and regional South Australia. As the first race on the UCI WorldTour calendar, the 2013 event again attracted many of the world’s best riders including current World Road Champion Philippe Gilbert, 2010 Tour de France winner Andy Schleck, Andre Greipel, Simon Gerrans and Edvald Boasson Hagen. The 2013 Santos Tour Down Under also saw the return of Australia’s only pro cycling team, Orica GreenEDGE.

To celebrate 15 years of the TDU, the event held a birthday party in Victoria Square. More than 5,000 people saw the teams presented on stage, followed by the event’s first ever concert featuring popular Australian act Sneaky Sound System. In 2013, the event included for the first time iconic South Australian climb, Corkscrew Hill – which attracted large crowds and media interest. More than 6,500 people, a third of whom travelled from interstate and overseas, rode the Bupa Challenge Tour, the community ride of the event.

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EVENTS SOUTH AUSTRALIA

The TDU again attracted significant media coverage with images of South Australia’s beaches, wine regions and other attractions being broadcast to millions of world-wide viewers, with more than 332 hours of domestic and international TV programming and more than $150 million worth of editorial media coverage. For the first time, all stages of the TDU were broadcast live worldwide, with daily highlights packages also distributed.

Tasting Australia

Tasting Australia is a biennial event, the next will be held from 27 April – 4 May 2014.

Tasting Australia is the State’s premier food and wine event. This festival contributes significantly to both the State’s vibrant city and premium food and wine from our clean environment strategies. Tasting Australia will profile South Australia and all it has to offer in food, wine and culinary tourism, with the goals of generating both tourism and increased sales of South Australian produce and products. Tasting Australia will work closely alongside the Department of Primary Industries and Regions South Australia (PIRSA) and other key stakeholders to achieve this priority.

In 2012-13, Tasting Australia appointed a new South Australian creative team to drive the new direction of the event. South Australian icon Maggie Beer is the event Patron with Chef Simon Bryant and wine expert Paul Henry as Creative Directors.

Tasting Australia 2014 will celebrate origin/ provenance through all its associated events.

Word Adelaide

On 29 May Events South Australia launched Word Adelaide, a four-day festival celebrating the power of words. The launch attracted widespread local media interest, with artists including Matt Lucas, Kitty Flanagan, Gary Kemp and Guy Pratt to feature in Word Adelaide events. Word Adelaide will take place in city venues between 15-18 August 2013.

The aim of Word Adelaide in its first year is to establish a brand, create awareness and expose a primarily local audience to an event which could have potential to add to South Australia’s standing as the festival state and help grow its calendar in the quieter winter period.

STRATEGy & BUSINESS DEVELOPMENT

This unit engages and collaborates with key regional, national and international stakeholders, industry and event owners to deliver on its strategic goals. South Australia’s identified core strengths of arts/ culture, cycling, motorsport, food & wine and regional events provide a focus for

event development, while for one-off events there is a focus on strengths including mass participation and multi-sport events.

Sponsored Events

Events South Australia provides support for growth to a range of events through sponsorship, public relations, operations and/or marketing support.

In 2012-13, Events South Australia supported 16 major events:

South Australia Living Artists Festival (SALA), Targa Adelaide, Australian Inline Hockey Championships, Australian University Games, Rescue 2012, Holden Netball Test Series, 19th FINA World Diving Junior Championships, Australian International 3 Day Event, Feast Festival, 2012 World Bowls Championships, Golden Oldies World Cricket Festival, World Tennis Challenge, Adelaide Track Classic, WOMADelaide, Georgina Hope Swimmers Foundation Australian Age Swimming Championships and the EnergyAustralia Swimming Championships.

Events South Australia also secured the XPD Adventure Race, 2014 Australian Short Course Swimming Championships, the 2015 ITU Duathlon World Championships and developed the Word Adelaide Festival with the inaugural event to take place in August 2013.

Examples of sponsored event successes include:

• World Tennis Challenge

For the first time in the event’s history, women competitor’s participated, namely Martina Hingis and Martina Navratilova. Navratilova and Hingis joined a celebrity line-up of other star players including Mats Wilander, Henri Leconte, Mikael Pernfors, Pat Cash and Mansour Bahrami. Current players included then world number 11 Nicolas Almagro, 17th ranked Stan Wawrinka, 18th ranked Alexandr Dolgopolov and 38th ranked Victor Troicki. A media call was held at the Jacobs Creek Visitor Centre in the Barossa to welcome all players and the event was attended by Premier Jay Weatherill. The event contributed $4.7 million in economic impact to the State.

• Australian University Games

In its 20th year, this event attracted 6,000 student athletes, team managers, staff and volunteers from over 40 tertiary institutions across Australia. Students took part in 30 different team and individual sport competitions across Adelaide. Highlights of the week included the Opening Ceremony held at the University of Adelaide Barr Smith Lawns.

• Rescue 2012

Adelaide played host to the world’s lifesavers on 4 to 18 November 2012 through the World Lifesaving Championships – Rescue 2012, which was held at Glenelg Beach, Christies Beach and

the SA Aquatic & Leisure Centre at Marion. The event attracted 9,880 interstate and overseas competitors and visitors. The total economic impact of Rescue 2012 event was $16.56 million.

• World Bowls Championships

240 players from 27 countries competed and more than 8,000 spectators attended over the 16 days of competition. The economic impact of the event was $2.38 million. Australia won gold in the Men’s and Women’s Singles events.

• Georgina Hope Swimmers Foundation Australian Age Championships

1,425 competitors registered to attend the event with the majority coming from interstate attended over the event’s eight days. South Australia was represented by the highest number of athletes since the 2009 championships with 80 swimmers from 11 South Australian clubs competing. Kyle Chalmers, a 14-year-old Adelaide boy, won five titles and broke three Australian age records.

• Regional Festivals and Events

In 2012-13, Events South Australia supported 26 regional events including: Adelaide Fashion Festival, Barossa Vintage Festival, Coonawarra Cabernet Celebrations, Crush Festival, Kernewek Lowender, Bay to Birdwood, Kangaroo Island Cup, Melrose Fat Tyre Festival, Clare Valley Gourmet Weekend, Ceduna Oysterfest, Bay Sheffield, MurrayMan, Barossa Gourmet, Gladstone Country Fair, Bundaleer Festival, Hoot! Adelaide Hills Jazz Festival, Strathalbyn Collectors, Hobbies and Antique Fair, Sounds by the River, Fleurieu Art Prize, South Australian Wooden Boat Festival, Victor Harbor Rock ‘n Roll Festival, 51st International Golfing Fellowship of Rotarians, Flinders Ranges Outback Epic MTB Race, A Brush with Art, Laura Folk Fair and Port Lincoln’s Tunarama.

Industry Development

In 2012-13, Events South Australia managed three successful Events and Festivals Industry Workshops on top of the inaugural workshop that was held in May 2012. The second (and first regional) Events and Festivals Industry Workshop was held on Tuesday, 9th October in Port Lincoln, Eyre Peninsula. 27 participants registered to attend. The day was a success with participants learning about ESA/SATC, Sponsorship, Operations, Risk Management, Marketing and PR. The second Adelaide workshop took place at the SA Aquatic and Leisure Centre to coincide with the 2013 EnergyAustralia Swimming Championships with 50 industry participants in attendance. A third workshop was held in the Riverland with a focus on event design principles.

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Government and Corporate Relations is responsible for maintaining

key relationships and communications with the SATC’s major

stakeholders including operators, industry and regional

representative bodies, the three tiers of Government and related

agencies locally and nationally, media and consumers.

CORPORATE &

GOVERNMENT RELATIONS

The group has responsibility for communicating about issues of relevance and importance to the industry as well as providing research data and information and for organising familiarisation visits and trade events. The group is divided into six units:

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Publicity and Public Relations

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Strategy and Insights

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Policy

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Familiarisations

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Trade Events and Projects

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Executive Services

PUBLICITy & PUBLIC RELATIONS

The unit works with media and stakeholders, communicating South Australia’s appeal as a holiday destination, South Australian events and building the SATC’s corporate reputation. The team generates national media coverage of South Australian destinations, products, experiences and tourism operators, and supports the campaign activities established by the SATC’s marketing strategy.

The Publicity and Public Relations team seeks to engage travel, lifestyle, general print, broadcast, electronic and online media to produce editorial content that inspires travel to South Australia.

The team also develops news media communications on issues affecting the reputation of the SATC and the tourism industry. The unit also works to raise the profile of tourism as a business in South Australia.

In 2012-13, the team generated domestic media coverage with an advertising equivalent value estimated at $30.5 million, via 3,093 media items (including all syndications) with a combined circulation estimated at 117.49 million.

In addition, the team also manages media and communications activities for major events owned and managed by the SATC, specifically, the Santos Tour Down Under, the Credit Union Christmas Pageant and Tasting Australia.

The Santos Tour Down Under provides a highly visible platform for promoting SA both domestically and overseas. In 2013, the event resulted in national and international media coverage that produced 24,503 media items with a PR value of more than $150 million.

The unit also provides support to SATC-sponsored events. In 2012-13, these included the World Tennis Challenge, WOMADelaide, Barossa Vintage Festival, Hoot! Adelaide Hills Jazz Festival and the Australian International Three Day Event, among others.

STRATEGy & INSIGHTS

The Strategy & Insights team has a broad responsibility across the SATC to provide evidence-based actionable recommendations to operational units to drive the $8.0 billion tourism potential for South Australia. The team is responsible for managing the research function of the SATC, including tracking South Australia’s tourism performance using Tourism Research Australia’s national research program, as well as commissioning bespoke market research. The unit sits independently of operational units and has a unique all-of-business view of the SATC.

ANNUAL REPORT 2012/13

South Australian Tourism Commission

ANNUAL REPORT

2012/13

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CONTENTS

Tourism remains a very significant industry in

South Australia. It directly employs 32,000 people –

that’s three times the number that are employed in

the mining industry. In addition, tourism supports

a further 24,000 South Australian jobs in related

industries that supply tourism businesses.

CHAIR’S REVIEW

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The opportunity to join the South Australian Tourism

Commission as Chief Executive excited me because

through my position as Tourism Australia’s General

Manager of UK and Northern Europe, I was aware that

South Australia offered many unique experiences to

entice the domestic and international visitor.

CHIEF EXECUTIVE’S

REPORT

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SATC BOARD

The South Australian Tourism Commission (SATC) Board is the

governing body of the South Australian Tourism Commission and

was established under the South Australian Tourism Commission

Act 1993.

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REPORT AGAINST THE 2012-13

PERFORMANCE AGREEMENT

BETWEEN THE SATC BOARD AND

THE MINISTER FOR TOURISM

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ORGANISATION CHART

Effective – 30 June 2013

Finance

Commercial &