Approach

This campaign aimed to position South Australia as a leading destination to live and work, showcasing its strong employment opportunities, lifestyle advantages, and
welcoming community. Through targeted social activity, PR, and stakeholder engagement, the campaign encouraged skilled professionals in the UK to explore migration pathways and attend South Australian roadshows, held in major UK cities. ​

Paid social media strategy​

The paid social strategy was developed to build awareness of South Australia’s skilled migration opportunities across key UK markets and drive registrations for the
roadshows. Through targeted campaigns on Facebook and LinkedIn, the strategy aimed to engage skilled professionals across priority sectors and key locations and
guide them from initial awareness to event attendance.​

Press office​

Key regions across the UK were targeted to attract footfall to each of the roadshows. A total of 12 press releases were drafted, tweaked for different sectors and areas of the UK and sold into press, using key case study quotes and example of Brits who had already made the move. Interviews were then set up where needed with broadcast radio.​

We worked with Reach to secure syndication of the story across major outlets. The story was written in a strategic style that was case study-led, but would still help to drive clicks to the web page.

Design​

The creative approach was bold and highly visual, designed to capture attention and convey South Australia’s unique appeal. Strong typography and vibrant colours were paired with authentic imagery that showcased both lifestyle and professional opportunities. We tailored each asset to resonate with the target audience, using
sector-specific visuals and headlines. This design system ensured consistency across all channels, including social media, press and digital materials. ​

Paid Social Activity

Paid social activity ran across Facebook and LinkedIn, supporting ​the promotion of the South Australian roadshows in the UK. The campaign was structured to guide audiences through a funnel from awareness to conversion, with creative tailored to both broad and sector-specific audiences. ​

Activity focused on the five key UK roadshow locations, London, Manchester, Birmingham, Glasgow and Newport as well as surrounding commuter regions and major cities.​

The budget was weighted to reflect audience size and market potential. Due to event capacity and campaign timing, the LinkedIn activity moved directly into the consideration phase, while Facebook focused on awareness and reach. Campaigns were segmented by sector to ensure messaging reached the most relevant and engaged audiences.​

Creative assets showcased the South Australian lifestyle and employment opportunities, featuring sector-specific imagery and messaging across key industries, including healthcare, education, trades, support work, IT and policing as well as more broad generic lifestyle imagery. Continuous monitoring and optimisation ensured ROI and strong engagement throughout the campaign.

Impact

The campaign achieved rapid results, with paid adverts across Meta and LinkedIn contributing to the roadshow selling out in just one week after its announcement. More than 14,000 people joined the waiting list, showing clear demand and engagement across social channels. These ads delivered strong, cost-efficient reach and generated 376 clicks, even though the main objective was awareness and reach. LinkedIn ads efficiently reached skilled professionals in priority sectors, driving targeted traffic to the landing page where people could sign up for the roadshow.

The press release secured 51 pieces of coverage, providing 2.2 million opportunities for readers to see the story. Alongside widespread consumer press exposure both online and in print, the campaign generated interviews for case study participants on leading national radio stations including Fix Radio and BBC.