South Australia Tourism Commission - Official Toursim Website 2006
The brief: To create a new web presence for the South Australian Tourism Commission, in line with the new Brilliant Blend brand campaign thought.
The challenge: The state lacks iconic tourist attractions. there's still a great variety - a brilliant blend - of things to see and do in South Australia - but only the locals no about these attractions.
The idea: On the new South Australia Tourism Website we decided to let the locals do the talking. Contrary to most people's perceptions, South Australia gives the visitor a refreshingly diverse choice of tourism opportunities. The problem is - only the locals know about it. They know the hidden gems that the travel books can't tell you about. They know all the amazing things that lie beyond the standard tourist spots. On the new southaustralia.com, local insights are key. Each region of the state is introduced by a guide, a local who relates their own personal experiences in a completely unscripted manner. Each guide was welcoming, confident, vibrant, and most of all, genuine. We drew inspiration from their personalities, and created a website design and voice that tonally reflected these traits.
Results: The website has already been recognised both by the South Australian government and by other Australian tourism bodies as being a paradigm shift in the way Australian tourism marketing should work in the online environment. The site includes an online travel planner a booking system, user content submission, and downloadable guides and itineraries for mobile devices.
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South Australia's Official Tourism Website
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