Marketing push for Barossa food and wine

TOURIST ATTRACTION: South Australian Tourism Commission promotional photo of visitors enjoying food and wine at Murray Street Vineyard. True to its word, the South Australian Tourism Commission is ready to give a significant push for tourism to the Barossa Valley.

Last year, the SATC indicated after a recent long push for Kangaroo Island, the Barossa was in line for promotion.

Director of Marketing at the South Australian Tourism Commission, David O’Loughlin, said the Barossa is currently a key focus for the commission.

“Over the past few months we have been working closely with the region to refine its regional brand positioning as one of Australia’s premier food and wine destinations, and as one of South Australia’s most popular tourist attractions,” Mr O’Loughlin said.

“Prior to Christmas we began campaign development promoting the region which we are hoping to preview for local stakeholders in the next few months.

“The integrated campaign is expected to start in various media (including television) mid-year. While the campaign is still in development, we are incredibly excited about what we believe will be one of our most successful campaigns yet.

“The marketing push will be supported by a strong PR campaign which will see a number of journalists visit the region over the coming months, generating valuable editorial for the Barossa.”

Mr O’Loughlin said the campaign would be measured by an increase in consideration for travel to the region, and other areas of South Australia.

Recently appointed Minister for Tourism Leon Bignell is excited about the Barossa campaign.

“I had several briefings with the commission and look forward to working with them to promote all the Barossa region and this great state has to offer,” Mr Bignell said.

“I am a regular visitor to the Barossa and worked closely with locals on establishing the Character Preservation Bill which has locked in the valuable agricultural lands which make the region so special.

“I have already been in touch with Chris Pfeiffer, chair of Tourism Barossa, and I look forward to working with him and tourism operators in the Barossa.

“The quality of the food and wine, along with the magnificent setting of the Barossa – indeed all of our wine regions – is a message I’m really keen to see delivered to an expanded local, national and international audience.”

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