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16/02/2010

Interstate visitors targeted for SA cellar doors

South Australia’s wine industry is the focus of a new tourism marketing push to position Adelaide and South Australia as the “nation’s wine tourism capital”.

SA Tourism Minister Jane Lomax-Smith says the South Australian Tourism Commission’s new Cellar Door campaign is aimed firmly at high-yield, wine-loving east coast visitors and part of a significant domestic marketing push.

“The campaign strongly promotes the fact that Adelaide has more than 200 cellar doors less than an hour’s drive away,” she said.

“That’s less time than many Sydneysiders and Melbournians spend on their commute to work each week day.

“The campaign positions Adelaide and its surrounding wine regions as a cosmopolitan, beautiful and relaxed destination where visitors can reconnect with themselves and their partners in indulgent, authentic surroundings."

Lomax-Smith says extensive research found this was the kind of holiday experience the targeted audience wanted and, after the campaign was initially launched with a ‘viral’ campaign online, resulted in 200 wine-region short breaks being bought in five days.

“People are increasingly researching and buying holidays on the internet so in support of this campaign, the State’s www.southaustralia.com tourism website now features new wine and food information and holiday offers,” she said.

“A new wine-themed TV commercial has also been produced by the SATC and is airing nationally with an emphasis on the Sydney and Melbourne markets.”

The SATC has also produced a new South Australian Wine and Food Guide.

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