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South Australia - Michael Lynagh

South Australia

In preparation for the 2025 British and Irish Lions Tour of Australia, the South Australian Tourism Commission (SATC) launched a highly targeted digital campaign aimed at UK and Ireland-based rugby fans. With Michael Lynagh as the face of the campaign, SATC showcased South Australia as a must-visit destination for travelling rugby supporters. The content strategy included original video assets shot across iconic South Australian locations, Adelaide, McLaren Vale, Barossa, and Kangaroo Island.

Running from April 8 to May 31, 2024, the campaign utilized a multi-platform approach: programmatic video display, premium video on demand (VOD), social media placements, and re-targeting strategies. The campaign capitalized on data-driven targeting using mobile device ID, web behavior, and editorial context to ensure precision reach.

With a core focus on awareness, consideration, and itinerary inclusion, the campaign encouraged fans attending Lions matches in other states to also experience South Australia. The messaging was further amplified through Michael Lynagh’s authentic narrative and trusted rugby persona, bridging the emotional connection between the destination and its rugby-loving audience.

RESULTS

The Lions Tour campaign for South Australia delivered exceptional results across all performance indicators. With over 1.59 million individuals reached, the campaign significantly outpaced its original target and demonstrated strong engagement throughout. Audiences interacted with content at nearly four times the expected rate, with over 180,000 interactions recorded. Driving tangible interest, over 12,700 users arrived on southaustralia.com, reflecting a click-through rate nearly five times the industry benchmark.

High-quality video content resonated well with the audience, achieving 1.8 million views and over 1.1 million completions. The average video completion rate stood at 61.81%, far exceeding the 50% goal. Key distribution channels—such as Premium Video on Demand, social media, and premium rugby sites—proved instrumental in driving both viewership and user action, validating the campaign’s precision-targeted strategy.

  • 1.59 million reach, exceeding the target by 68%
  • 180,000 interactions, delivering 379% of the goal
  • 0.34% arrival rate to southaustralia.com, nearly 5× above the industry benchmark
  • 1.8 million video views with a 61.81% completion rate
  • Top engagement strategies included Premium Sites (up to 21.89%) and Social Media (completion rate of 60%)