Wavemaker wins South Australian Tourism Commission major events

WPP Media’s Wavemaker Adelaide has been appointed to manage the media strategy, planning, and buying for the South Australian Tourism Commission’s portfolio of major events.

This appointment strengthens Wavemaker’s long-standing relationship with the South Australian government and follows the extension of Wavemaker’s appointment to the government of South Australia’s master media scheme, extending the partnership into its seventeenth year.

Under the new remit, Wavemaker will partner with SATC and its creative partners to develop a strategic portfolio approach to all major state events, including LIV Golf, AFL Gather Round, the National Pharmacies Christmas Pageant, and the Norwood Food & Wine Festival.

Major events and festivals are a critical engine of South Australia’s visitor economy, generating economic and social outcomes for the state. Wavemaker will help to build the profiles of these world-class events, developing the strategic media approach and activation across all channels.

Kevin Kivi, managing director at Wavemaker Adelaide, said there was an “undeniable energy” with the SA events industry.

“Having recently relocated to South Australia in January, I have experienced firsthand how these incredible events and festivals completely take over and transform the state.

Erik de Roos, chief marketing officer at the South Australian Tourism Commission, said taking a holistic, portfolio-wide approach to major events aims to leverage its media investment and drive “significant economic benefits and tourism growth for South Australia.”