The brief

South Australia’s Department of State Development launched a UK roadshow across London, Manchester, Birmingham, Glasgow and Wales to attract skilled workers. Our job: raise the profile, drive signups and position South Australia as a top destination to live and work.

Our approach

We built a single, compelling narrative - South Australia as a place of opportunity, lifestyle and community - then shared it through a tightly integrated mix of strategy, creativity and channel specific tactics.

• Targeted paid social on Facebook and LinkedIn to build awareness, reach priority sectors and drive registrations.
• Press office and media outreach with 12 tailored releases, case study-led storytelling and broadcast interviews to extend reach across key regions.
• Bold, sector-specific creative using vibrant visuals, strong typography and authentic imagery to showcase both lifestyle and career potential.
• A structured funnel strategy guiding audiences from awareness to conversion, optimised continuously for ROI.

Every touchpoint reinforced the same message: South Australia offers a better way of living and working - and the roadshow is the gateway.

The impact

The blended approach delivered immediate momentum. The roadshow sold out within a week, with 14,000+ people joining the waiting list. Paid ads generated 600K+ impressions, strong engagement and 376 clicks despite an awareness led objective.

Press activity secured 51 pieces of coverage, 2.2M+ opportunities to see, and national radio interviews - amplifying the story far beyond event cities.

With an average cost per result of $4.52 and average domain authority of 60, the campaign delivered great ROI.