South Australia Tourism reappoints Carat for another four years

South Australian Tourism Commission has reappointed Carat, part of dentsu, for a fourth year, continuing a long-standing collaboration aimed at driving tourism across the state.

The appointment sees Carat retain responsibility for media strategy, planning and buying across SATC’s portfolio, including seasonal campaigns and long-term brand initiatives.

The reappointment reflects Carat’s strong track record in delivering results for South Australia’s tourism efforts, particularly across digital channels. One of the agency’s recent activations includes the winter-themed campaign The Simple Pleasures Guide to Winter, developed with Frame Creative, which promoted intimate experiences unique to the colder season - from nocturnal events to winter-only local flavours.

Carat’s strategy was designed to drive high-intent travel by targeting behaviour-based audiences across interstate and intrastate markets, backed by tailored media phasing and budget allocation models.

Adele Gibb, managing director of Carat SA, said tourism is one of South Australia’s most vital economic drivers.

“Our continued partnership with the South Australian Tourism Commission reflects a shared commitment to innovative, people-first thinking and a pioneering approach to media,” Gibb said in a statement.

SATC chief marketing officer Erik de Roos added the tourism body had “loved” working with Carat SA to shine a spotlight on South Australia’s incredible tourism offering.

“Carat shares our passion for South Australia and dedication to creating impactful campaigns that truly grab attention.”