A DATE WITH YOUR STATE
SOUTH AUSTRALIA TOURISM
Sometimes, despite craving a little more je ne sais quoi, we fall into a rut and stop trying new things. And this was evidently the case for many Australians post-lockdown but in particular, young South Australians – who were least likely to book a trip within their own state and relatively desperate to flee it once restrictions lifted.
So, to help reignite the spark between them and their dearly beloved, we adopted the role of matchmaker.
With such a wide and varied range of dates on offer, a single key image wasn’t going to cut it. So we partnered with SA collage artist Karen Lynch to cut, flip, merge and paste the best of SATC’s image gallery into four original artworks.
Users were matched with 1 of 54 ‘Date With Your State’ experiences, which ranged from ‘cheap quickies’, like kayaking at Rapid Bay, to fancy weekend escapes at Camel Beach House on the Eyre Peninsula. All campaign activity (incl. social story and in-feed) led to our matchmaker bot, and once the date was locked in, users were sent a specially-designed playlist featuring all local artists. We also teamed up with NOVA’s Ben & Liam to spread the word across SA airways.
