South Australia's Explorers Way is the Travel Advertising Campaign of the Year

By / 1st of April, 2015
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A COLLABORATION between the South Australian Tourism Commission, Tourism NT and London based advertising agency Orchestra has won Advertising Campaign of the Year at the Travel Marketing Awards 2015.

The campaign, entitled See Australia... The Explorers Way traverses both South Australia and the Northern Territory, highlighting the travel experience for United Kingdom audiences.

Combined bookings for South Australia and the Northern Territory increased by 32% during the campaign. The sixty second spots were delivered through cinemas and online.

"We couldn’t be happier with this award," said Janice Kurrle, Marketing Director, UK & Ireland, South Australian Tourism Commission.

"This is a fantastic accolade for the work and effort involved in bringing such a great journey, the Explorers Way, to UK screens. We always look to energise each of our marketing activities and to receive recognition and exceed our booking targets is a testament to the success of this campaign"

Dan Statham, Managing Director of Orchestra, said the agency was delighted at the award.

"With so much to see, the experience of filming The Explorers Way was a visceral one, a voyage of discovery and the chance to experience ‘the real Australia’. I would urge anyone with an adventurous spirit to experience it for themselves, camera in hand," Statham said.

The Explorers Way bisects the Australian continent between Adelaide in the south, to Darwin in the north. It covers over 3,000 kilometres and follows the Overland Telegraph route blazed in the 1860s by explorer John McDouall Stuart.

For South Australia, this is yet another prestigious accolade to add to their already awards laden mantelpiece. Last November their "Barossa, Be Consumed" ad won the coveted "World’s Best Tourism Film of 2014" at the International Committee of Tourism Film Awards in Vienna.

Information on visiting South Australia.