User talk:Whiln001

Patric - Introduction

We’ve chosen to do our presentation on a campaign run by Tourism SA, Tourism SA is committed to growing the states tourism industry. It is setup by the South Australian government to promote the state as a holiday destination. The campaign that Tourism SA is running is called ‘Be consumed’ and its objective is to make interstate people aware that the Barossa valley is not only a wine region but it also has a wide variety of locally grown fresh produce. The campaign is a video clip made by tourism SA to help promote the region for its food. The ‘Be Consumed’ campaign began in May 2013 and is still being promoted by tourism SA. The use of media advertising by Tourism SA is getting the Barossa’s image around the country and helping promote its food industry. The Advertisement captures the rawness of the region as well as show off its wide variety of produce.

Notes: Obviously I’ll introduce the group but didn’t think I needed to put it in at this time. Let me know what else I can put into it cause at the moment i'm sort of struggling for ideas

Lucy (Body) -

While the Barossa region has been recognised internationally for its high standard of wine for a long time, studies showed that many people knew very little else about what the area had to offer – which resulted in a heavily declining number of visitors to the area. The six million dollar ‘Barossa; Be Consumed.’ campaign was created to open people’s eyes to the local produce and fantastic restaurants, as well as the beautiful scenery showcased throughout the advertisement, on offer in the region (News, 2013). In addition to the video, which was shown on television nationally, an interactive website was created in which users are able to click on the video at different points in order to access more information about different elements, such as produce and accommodation (Tourism SA, 2014). Studies showed that while people living interstate did not have a negative view on South Australia – they did not have a positive view either – and simply did not think of it as a destination (find ref). This relates to Sharp’s idea that advertising plays a major role in increasing mental availability (2013, p. 338), with the increase in tourism figures showing that by simply increasing awareness of the area, its mental availability has increased. By simply reminding people that the Barossa exists as a destination, those already considering travel may add the region to the possibilities of places to visit, or it may encourage others to consider travel (Sharp 2013, p.340).

Brendan: Comparison to text and recommendations

Advertising is not designed to force change in a consumer’s thinking, but is designed to build and refresh mental availability (Sharp 2013 p, 338). The Barossa campaign aims to remind consumers (potential tourists) about the wide array of experiences available in the region. In turn, the client hopes more people will choose the Barossa as a destination when making a (purchasing) decision. Assuming potential visitors know something about the Barossa, this campaign does not need to inform or educate the potential visitor of the main features of the destination. They already know the basics. Its aim is to keep the Barossa in their mind when they are considering a destination. The process of refreshing mental availability also attempts to remind consumers about the brand, which in turn should increase market share, or at least maintain it at current levels, thus preventing sales erosion (Sharp 2013, p. 339). In this case Barossa aims to increase its market share. In advertising, emotions can be used to reinforce and build mental availability (Sharp 2013 p. 345). This campaign uses images to portray a particular vibe in the area, in turn aiming to associate traditional, high quality yet modern attractions with the area.

Jacqueline - Uploading for her since she is having technical difficulties

Three key considerations that effect the choice of media type;

·        The sales effect of advertising exposure in that media ·        The overall site of the audience that the media vehicle can deliver and when ·        The cost of the media

Campaign framed in a broad sense to enable scope for further marketing of other regions. Campaign has been a huge success attributed to integrated nature of the campaign and consistent support over all media to reinforce the key message. Its visceral approach appealed to the target audience of adults searching for authentic and unique culinary experiences. Magliulo 2013.

Certain aspects of the campaign are impossible to place a monetary value upon such as range of twitter endorsements with key work tweeted almost 40 times more than usual.

Studies following the campaign have shown record visits and 60% increase in Barossa website visits and 215% increase in visits to the Barossa dinning website (Russell 2013).

Main Method of advertising TV, internet, social media,

Major television networks and digital and print media campaign targeting south Australians and interstate visitors. – Other media aspects social media

tv The form of media is print and broadcast, the target audience is large. Where the advertising persuades and convinces the public about the goods and services rendered, more people will be inclined to purchase. The product in the market gets exhausted and the series crowded. There arises a subsequent demand for more product and services.

Tv – takes largest single audience slice of advertising dollars in developed countries because it can reach consumers quickly and vastly. Ie why many large brands spend more than 80% on budget on tv. tv ads that feature high quality video and sound that create buzz and frequently talked about and can be very entertaining.

As the ad tells a story it also generates an emotional response with the main purpose to reinforce and build mental availability for the brand.

The ad has also been quite controversial with its song choice and artistry

However some critics have suggested the ad loses tack of the main objective.

The ad engages the audiences and communicates the message quickly as memories are well established in the art, music, dirt and music appealing in a motive way attention grabbing.

The ad is also used to create a brand to identify and develop imagery of the product in the mind of consumers. The ad has received many award accolades for worldwide for the way the film brings the rawness and authenticity of fertile land and wind producing region defined by unique soil and passionate people

The website beconsumed.com, promotes many local businesses including restaurants, producers, people, cellar doors and accommodation. The site has embraced very latest technology and digital design crates an elegant presence using typography and delivering an experience via a beautiful short film. People interested in Barossa are able to watch the ad online to learn more about the regions food wine and other attractions. – complimenting the programmes aim to showcase cutting edge creativity.

The site also branches into the soutaustlaina.com website. The Microsite is a continuation of the ad to which People interested in Barossa are able to watch the ad online and learn more about the regions food wine and other attractions. Promoting - Active marketing

Peter - Conclusion

It has been presented that Barossa valley is well known as a region for producing high quality wine. However in the last decade the region has encountered rapid drop in number of visitors. Tourism SA became aware that not many people were informed about other attributes Barossa has available.

In order to rectify this misfortune, tourism SA had formed a campaign to promote Barossa Valley region as Australia’s premier food and wine destination. The featured commercial was advertised across various media types to target wide spectrum of potential visitors. Overall involvement of the campaign to date is costing Tourism SA beyond six million dollars. Several measures have been compared to previous periods indicating that the campaign is having a positive impact. The numbers of visitors to various websites related to Barossa have increased significantly. Majority of the commercial viewers interviewed stated they are more likely to visit Barossa after seeing it. Furthermore the latest figures have shown an 11 percent increase of actual visitors to Barossa region compared to last year.

Therefore, despite the relatively high costs, the operation has provided demanded results that were estimated at the start of the campaign. Additionally, taking into consideration that the campaign is being active somewhat over one year and that the continuity in rise of visitors in the upcoming years is expected; it is unreasonable to give convinced judgment on how successfully it is performing given the fact that level of tourism has been dropping over a decade. A more clear indication will be evident in the approaching years.

NOTE: -suggestions are very welcome due to my language barrier! so please feel free to share your thoughts :)     -few changes are likely to be made once I can see the entire presentation.

References http://www.news.com.au/travel/australian-holidays/m-commercial-featuring-nick-cave-promoting-barossa-valley/story-e6frfqa0-1226648783626 http://www.tourism.sa.gov.au/media/more-success-for-barossa-be-consumed-campaign.aspx

--Whiln001 (discuss • contribs) 05:54, 29 September 2014 (UTC)