Key Campaign Strategies

To celebrate our state's successes and showcase innovation and creativity, to instil a sense of pride amongst South Australian residents, and to engage South Australians in thinking about our state's future. To have a significant effect on improving the level of pride South Australians have in their state, as well as making people feel more positive about living and doing business here in South Australia.

Target Audience

The primary target audience is younger South Australian residents aged under 40 who are unaware of the diverse career and lifestyle opportunities available here and who will be impressed by the profiles selected to be part of the campaign.