| Title | #BOOKTHEMOUT |
| Brand | SOUTH AUSTRALIA TOURISM COMMISSION |
| Product / Service | SOUTH AUSTRALIA |
| Category | B07. 360 Integrated Brand Strategy |
| Entrant | TBWA\ADELAIDE Adelaide, AUSTRALIA |
| Idea Creation | TBWA\ADELAIDE Adelaide, AUSTRALIA |
| Production | TBWA\ADELAIDE Adelaide, AUSTRALIA |
| Post Production | TBWA\ADELAIDE Adelaide, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Max Reed | TBWA\ Adelaide | Art Director |
| Harrison Webster | TBWA\ Adelaide | Copy Writer |
| Rachel Blacklaws | TBWA\ Adelaide | Creative Director |
| Scott Canning | TBWA\ Adelaide | Creative Director |
| Paul Reardon | TBWA\ Adelaide | Chief Creative Officer |
With images of the devastating bushfires being relentlessly beamed into Australian homes, a second disaster was triggered for the South Australian tourism industry: the immediate cancellation of bookings for the foreseeable future. Yet two-thirds of Kangaroo Ireland was still open for business and 95% of Adelaide Hills was operational and as beautiful as ever. These areas rely on tourism for their livelihood. Our brief: To get people back to South Australia, and swiftly. Our three objectives: 1. Behavior: Drive traffic to the SATC website 2. Business: Generate operator leads 3. Engagement: Given our limited budget: engaging Australians, the state, and earning media would be vital to create momentum and reach with our limited budget.