Understanding South Australia’s Recent Kangaroo Campaign with Brand Asset Valuator
The South Australian Tourism Commission’s (SATC) recent television commercial for Kangaroo Island was certainly an evocative piece of film and it certainly builds upon a long running strategy to differentiate the state from other tourist destinations. Using the BrandAsset Valuator, we can uncover what this strategy is and whether it is working.
For some background, the BrandAsset Valuator (BAV) is a set of brand image diagnostics based on an annual collection of Australian consumer perceptions of over 1,400 brands, from Net-a-porter to Old Spice, across 28 different sectors, from auto to non-profit organisations. The data collection has been ongoing since 1993 and is also concurrently run in many other countries. To date, $150 million has been invested in the study to have a truly complete picture of the global brandscape.
To start the examination of the SATC strategy, we need to look at the BAV headline measures. The chart below shows how the different states have changed between 2006 and 2011 in terms of their Brand Strength (an index of the differentiation and relevance of a brand) and Brand Stature (an index of how well-known and regarded a brand is). South Australia has had a relatively large increase in Brand Strength since 2006 (this is likely the result of SATC’s historical marketing activity).
This change in Brand Strength has been driven by an improvement in one of the pillars that underpins Brand Strength, what we call Energized Differentiation – an improvement in people’s perceptions that SA offers something distinctive.
In exploring which brand image attributes make South Australia a distinct proposition, we can see that consumers strongly associate SA with attributes such as ‘Down to Earth’, ‘Traditional’, ‘Simple’, ‘Reliable and ‘Straightforward’, relative to Victoria. There’s a current of ‘Authenticity’ about consumer perceptions of SA and the imagery in the recent Kangaroo Island campaign certainly seeks to build on these existing perceptions.
With BAV, we can also see what SA is not, and that’s a place that is dynamic, hip and happening. Again, SATC has made the right move by not attempting to convince people to a view that has little existing currency.
To further examine the success of SATC’s attempt to distinguish South Australia, we’ve compared the brand image attribute scores between South Australian residents and non-residents. The chart below shows that with the exception of ‘Reliable’, both South Australians and Non-South Australians are aligned in perceiving South Australia as offering this ‘Authentic’ experience.
So interstate Australians are on board, but it remains to be seen whether the SATC’s strategy of selling the ‘Authentic’ Australian experience will enjoy similar appeal with international visitors. Are the evocative and wind-swept landscapes of Kangaroo Island and similar outdoor adventures compelling to an international market?









