Wavemaker has been appointed media agency partner for the South Australian Tourism Commission’s (SATC) Destination business, following a competitive review, B&T can reveal.
The remit covers all Australian domestic media and global media, excluding New Zealand, and the appointment takes effect from 1 October.
The WPP Media agency won the account from Carat (now Dentsu), which had held the account since 2021. The Carat brand no longer operates in the Australian market after it was folded into the broader ‘Dentsu Media’ banner with stablemate iProsect.
The win follows Wavemaker Adelaide’s earlier appointment to manage media for South Australian Tourism Commission (SATC)’s Events portfolio in June.
The South Australian tourism industry generated $11.5 billion in economic benefit to the State in the year to March 2026. SATC’s current strategy is focused on lifting South Australia to become Australia’s third most desirable tourism destination and growing the visitor economy to $14 billion by 2030.
Wavemaker’s approach will support that ambition with an insight-led strategy, building upon ‘Celebrate the Simple Pleasures’ – SATC’s Destination brand platform, which highlights South Australia’s rich culinary, nature and world-class event experiences.
The combined portfolio will be led by Wavemaker client director Jess Phillips.
“Having worked alongside SATC’s Events team for several years, partnering with SATC’s Destination team has been on my personal wish list for longer than I care to admit! Leading the combined portfolio is a dream scenario,” Phillips said.
“South Australia has the absolute best stories to tell, and our team can’t wait to bring fresh insights and limitless energy to build on Celebrate the Simple Pleasures and boost visitors to the state.”
Kevin Kivi, managing director of Wavemaker Adelaide, added: “For those of us who call South Australia home, opportunities like this are incredibly meaningful. SATC plays a vital role in shaping how the world sees our state, so to be trusted with both the Destination and Events portfolios is something we are genuinely proud of.
“We have a talented team here in Adelaide, deep local knowledge and the backing of a global network, which is a powerful combination. We believe South Australia has one of the most compelling stories in the country, and we’re excited to help more people discover what makes it such a remarkable place to visit, experience and invest in.”
Adele Gibb, Dentsu’s managing director, media told B&T that the incumbent agency will be back in 2027 to win the account.
“We have enjoyed building a strong partnership with SA Tourism Commission over many years and are proud of the work our teams continue to create to showcase South Australia as an incredible place to live and visit,” said Gibb.
“We are excited to participate in the annual procurement process in early 2027 and continue to support SA Tourism’s goals to grow the visitor economy.”
