MassMedia help put South Australia’s Best Backyard campaign on the map

In late 2011 MassMedia  Studios were asked by the South Australian Tourism Commission to help showcase (from a digital perspective)  the proposition of taking a holiday within South Australia to a purely South Australian audience. The Best Backyard online campaign was born.  MassMedia produced a multi-faceted creative and strategic digital concept to showcase the above the line advertising campaign.

Our challenge was to change the perception for real South Australian’s to avoid going on holiday interstate, but to take rewarding holidays in their own backyard. We wanted the campaign to spark Best Backyard conversation, and to change Facebook ‘water cooler conversations’, being about TV shows and footy matches to great South Australian holidays. The South Australian Tourism Commission wanted these conversations to be around real life South Australian experiences of travel, exploration, relaxation and adventures within the state. With a bank of previously created user generated content the challenge was to showcase this in a unique and instantly believable effective way, appealing to a broad audience of potential travellers.

The campaign has been a great success for the South Australian Tourism Commission, and featured expandable digital banners, Facebook campaign integration and a Best Backyard microsite housed within the main South Australia website. Make sure you check it out and book your next holiday in South Australia!