SA Tourism Awards – A time to shine
21 November 2013
The SA Tourism Awards (South Australian Tourism Awards) honours the best tourism operators in SA. We’re proud to have an ongoing relationship with the SA Tourism Industry Council, the outfit behind the awards. Freerange worked with the team at SATIC in rebranding the awards, with a mission to reflect the importance of the event and the high standard of quality that the winners represent.
The 30th South Australian Tourism Awards Gala dinner was held on Friday 8 November, honouring the best tourism operators in SA. We’re proud to have an ongoing relationship with the SA Tourism Industry Council, the outfit behind the awards. Freerange worked with the team at SATIC in rebranding the awards, with a mission to reflect the importance of the event and the high standard of quality that the winners represent. In doing so, we hoped to improve the prestige associated with the awards and make the experience unforgettable to grow attendance.
The SA Tourism Awards represent the best that the state has to offer and we wanted the brand to reflect the same – we wanted tourism operators to be unashamedly proud of the award that they had won. We did this by creating an overall theme – A time to shine – and ensuring that everything executed within the brand portrayed class and utmost importance. This theme was adapted for the awards night gala dinner to be A night to shine. The brand was seen throughout the lead-up to the event on the website and within multiple email campaigns. The success of this process was shown through the increase in ticket sales, with 670 people attending the gala event – 100 more than attended in 2012. Additionally, SATIC received more bookings earlier thanks to targeted marketing, better enabling them to plan and deliver a great night.
On the night the brand was reinforced through the presentation of the room. The backdrop of the stage reflected the starry night background that is a main component of the brand, with award stars lining the red carpet that led to the stage. The awards logo was visible via many applications around the room, on the microphone stand, programs, on screen presentations and the trophies that were received with much excitement.
The program design was a particular success – we featured each award category and a space where attendees could write in the winner. It was exciting to look around the room and see people noting away as the prizes were announced! The passion of the tourism operators accepting awards was exciting to see, knowing that we played a part in designing their certificates and trophies.
Seeing the realisation of several months’ work was not the only exciting thing about the event. After being exposed to the great things that tourism in South Australia promotes, it really made me feel proud to live here. Promotional material from across SA, including that of the Barossa and Yorke Peninsula, was screened reminding me of all the possibilities for tourism within our state.
As Ward Tilbrook, CEO of SATIC, astutely observed on the night – “It’s a gala!”
We couldn’t have said it better ourselves.
Images courtesy of the South Australian Tourism Industry Council
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