Auckland agency Boyd PR is working with the South Australian Tourism Commission to develop and grow Adelaide and South Australia as a destination of choice for Kiwis.
The appointment of Boyd PR follows a successful joint pitch with leading Australian PR, social, and experiential agency Red late last year. Red Agency is working with SATC in Australia.
Boyd PR will work closely with SATC’s Auckland-based regional manager Stacey Kerr to promote the state as a holiday destination for New Zealanders.
MD John Boyd says the key focus for SATC is to continue to grow its tourism industry and Boyd PR will showcase the state’s many attractions through a sustained campaign made up of media, experiential and social media activity.
“South Australia is already a popular spot for New Zealanders,” he said. “It’s well known for its food and wine and a wide range of events, including the Adelaide 500 and the Adelaide Fringe, but there’s so much more that Kiwis can explore.
“The traditional food and wine regions of the Barossa, and wineries such as Penfolds, are still key attractions but we’ll be working with SATC to tell the stories of other places such as Kangaroo Island and Coffin Bay on the Eyre Peninsula, and to profile the many coastal sites and lesser known attractions South Australia has to offer.”
He says Boyd PR has a wide range of travel and tourism experience, having worked with clients such as United Airlines, Air China, Explore Group, and most recently Destination New South Wales.
“Air New Zealand introduced its non-stop Dreamliner service to Adelaide last year, significantly increasing capacity on the route.”
“With people travelling more than ever before and to a wider range of destinations, we’re looking forward to helping raise the profile of Adelaide and South Australia further and to get more Kiwis across the Tasman to visit,” Boyd said.
To cater for the demand from New Zealand travellers visiting South Australia, Air New Zealand introduced its non-stop Dreamliner service to Adelaide late last year which significantly increased capacity on the route.
Stacey Kerr, from SATC, says with Boyd PR on board the commission will be able to talk directly to target audiences, including the growing 35-45- year-old market who are interested in short stay food and wine focussed getaways in South Australia.
“A focus on the boutique, artisanal and locally sourced produce to really tell the foodie story, combined with the ease of access to get to South Australia’s regions once you arrive, is a key selling point for the State,” she said.
“The fact that you can depart Auckland and be in the Barossa by lunchtime is a real highlight and is opening South Australia and all its regions up to more and more Kiwi travellers.
“It’s those sorts of stories and experiences we want to showcase with the help of Boyd PR – that South Australia offers something a little different, and it’;s so easy to get to for a long weekend getaway.”
The SATC win comes on the back of Boyd PR working with new client AkzoNobel, a world-leading paint and protective coatings specialist, during the Volvo Ocean Race stopover in Auckland.
With Team AkzoNobel winning the Auckland leg, representatives from AkzoNobel hosted a lunch, met with key media to discuss the company’s sustainability and environmental focus, and media were also filming on board Team AkzoNobel during the Volvo practice race.
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