Case Study: South Australian Tourism Commission rallies coastal support with Fuller

South Australian Tourism Commission launches 60" and 30" TVCs with Fuller

The South Australian Tourism Commission faced a significant challenge when an algal bloom impacted coastal regions, creating economic pressure on tourism-dependent communities. Partnering with Fuller, the commission needed a campaign that could respond in real-time to changing conditions, inspire confidence, and encourage locals to continue visiting the coast with both speed and sensitivity.

Fuller implemented a multi-channel campaign under the existing "Coast is Calling" platform, integrating dining cashback vouchers and a cinematic TVC featuring real locals to celebrate community resilience. The agile creative system allowed messaging to pivot with daily updates while maintaining a consistent and hopeful tone. By shifting focus from environmental disruption to solidarity, the campaign successfully reminded South Australians that their coast still needed them, ensuring it remained supported.

South Australian Tourism Commission