Fairfax Media partners with SA Tourism Commission for major content campaign

Fairfax Media has partnered with South Australia Tourism Commission (SATC) for a bespoke, cross-channel campaign showcasing the best of the Barossa Valley’s food and wine culture, as part of Good Food Month, running through October.

The next phase of the Barossa: Be Consumed campaign includes a pop-up bar at The Argyle in The Rocks opening today, bringing the best of the Barossa to Sydney as well as a range of other events, content and advertising support.

The campaign is designed to challenge the perception that all food and wine regions in Australia are the same and position the Barossa as a premiere region to experience the best of the country’s wine and produce.

Fairfax, media solutions director, Simon Smith, said SATC was able to partner with the Good Food brand through a tailored campaign that extended across the Fairfax network to deliver a highly targeted audience.

Says Smith: “The Barossa: Be Consumed campaign will reach our engaged and influential Good Food audience through events, activations including the pop-up bar and with rich media including video, recipes and an interactive map of the Barossa.”

The campaign runs throughout October and culminates in a reader trip – offering Sydney-siders a unique opportunity to experience the Barossa.

The campaign also includes:

· The Great Barossa Debate and dinner hosted by Good Food that asked the question: “Is the Barossa Australia’s best food and wine region?” Debaters included: Barossa food legend Maggie Beer, wine writer Nick Stock, Hunter winemaker Mike De Luiliss and Good Food Month Festival director Joanna Savill;

· High impact smh.com.au homepage ‘Parallax’ gutters that mirrored the Barossa TVC, taking audiences from the plate to the produce to the dirt as they scroll down the page;

· Print advertising to support the dinner, pop up bar and trip to South Australia;

· Social media: A Stackla wall will be used at the pop-up bar, using #Barossabar

· A pocket guide to the artisan producers of the Barossa, distributed at the pop-up bar, reversed published from a rich media ‘Big Unit’ which ran across goodfood.com.au earlier in the campaign.

Says Smith: “This campaign is another example of our ability to deliver strategic and tailored cross platform solutions for our clients that align with our market leading brands and provide the content our audiences are interested in.”