CHEERS TO…South australia’s marketing
Utterly obsessed with South Australia's new destination marketing campaign ‘Simple Pleasures’ - with this hero ‘Harvest Eyes’ video, plus the secondary Long, Long Lunch video.
A youthful, beautiful, evocative and sensory campaign that doesn't overcomplicate the message. It tells me that South Australia hangs its hat on great wine and food, that it can be as charming and sophisticated as Europe, but that South Australia has a distinctly Australian sensibility that is grounded in place, people and produce.
It's exactly the kind of campaign I wish I could say I was a part of, and you better believe I've already started researching South Australia for my next holiday.
Bravo!
This piece first appeared in Excessive Consumption - a weekly dispatch on culture, branding, politics and whatever other modern internet brain rot the algorithm has emotionally assigned me that week.
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