The South Australian Tourism Commission’s wanted to increase awareness of the state and drive Kiwis to consider South Australia as a holiday destination over traditional, and more popular Australian destinations such as Melbourne and Sydney.
To give Kiwis a taste of South Australia they wouldn’t forget.
The key insights driving the strategy were the fact 93% of Kiwis who visit South Australia return, alongside research showing the “Visiting Friends and Relatives” market is important. Additionally, the state is becoming increasingly popular for younger professionals looking for quality food, wine, and cultural experiences.
With this in mind we created a South Australian pop-up cellar door at busy Ponsonby Rd restaurant MR TOMS to give the public a taste of the region and encourage them to discover more by booking a holiday.
The three-day pop-up transformed MR TOMS into an authentic South Australian cellar door experience that took customers on a trip around the state with everything from Kangaroo Island gin and wine from the Barossa, to platters of local produce.
Cooking masterclasses were also conducted at the pop-up by MasterChef judge Gary Mehigan who appeared on Breakfast TV the morning of the cellar door opening.
The event achieved widespread mainstream media coverage, including live crosses on Breakfast TV. The event earned 39 pieces of media coverage to an estimated circulation of 1.02 million and 823 social shares. Key influencers, with a combined following of 1.6 million, who attended opening day activity posted widely across their social media channels both during and post the event. Following the event, we also had interest from a wide range of media wanting to travel to and write about South Australia.
Additionally, hundreds of members of the public attended throughout the three days the pop-up operated making it one of MR TOMS busiest weekends ever. MR TOM’S director, James Ace, said there was widespread interest and inquiries from customers about the SA produce and drinks on offer and the destination itself.
“We were packed from mid-afternoon on Friday, and the intrigue continued into the weekend with the Barossa Valley wines and cheeseboards hugely popular. There was also a lot of chat and excitement floating around about Gary [from MasterChef] cooking here.”