Hi, Tim here. If you’re in South Australia, you’ve probably seen the big brand refresh from SATC over the past 24 hours—new TVC, Facebook content, and a revamped website. It’s a huge shift, and honestly, I’m into it.
Most tourism brands play it safe and end up blending in. Not this one. South Australia’s gone bold—with a bright yellow hero colour splashed across everything. It’s consistent, confident, and unmistakable.
The website? It’s beautifully done. It feels nostalgic, clever, and even a little irreverent. The imagery has polish, almost like something you’d expect from MONA in Tasmania. And the Facebook ad library backs it up—visually strong, emotionally resonant, and unmistakably SA.
But here’s what really works: they’re not trying to be better, they’re trying to be different. The messaging says it all:
“You’ll discover a place where better beats bigger. You’ll meet locals who value living well instead of living large.”
That feels true to regional SA—and 90% of the state is regional.
If you’re a tourism business, what can you take from this? Be bold. Be different. Lean into storytelling and nostalgic imagery. It’s not about perfection—it’s about feeling. If you can tap into that same energy in your own brand, you might just get picked up by the SATC radar.
I’ve been critical of SATC before, especially when it comes to destination management zones and how they’ve treated places like the Clare Valley. But credit where it’s due—this campaign is excellent. It’s a fresh direction, and I hope they stick with it.
Let’s see where it goes.