WPP Media’s Wavemaker Adelaide has been appointed to manage the media strategy, planning, and buying for the South Australian Tourism Commission’s (SATC) portfolio of major events, following a competitive pitch.
Under the new remit, Wavemaker will partner with SATC and its creative partners to develop an effective, strategic portfolio approach across all major state events. The calendar includes iconic events such as the Santos Tour Down Under, Tasting Australia presented by Journey Beyond, LIV Golf, AFL Gather Round, the National Pharmacies Christmas Pageant and the Norwood Food & Wine Festival.
“We are excited to partner with the team at Wavemaker. By taking a holistic, portfolio-wide view of our major events, we will be able to more effectively leverage our media investment to continue driving significant economic benefits and tourism growth for South Australia,” SATC chief marketing officer Erik de Roos said.
Major events and festivals are a critical engine of South Australia’s visitor economy, and Wavemaker will play a pivotal role in building the profiles of these world-class events, developing the strategic media approach and activation across all channels.
Wavemaker managing director Adelaide Kevin Kivi said: “Having recently relocated to South Australia in January, I have experienced firsthand how these incredible events and festivals completely take over and transform the state. There is an undeniable energy here. I am incredibly proud of the Wavemaker team, and we are thrilled to partner with the SATC to bring even more people to visit the state and experience everything South Australia has to offer.”
The appointment further strengthens Wavemaker’s long-standing relationship with the South Australian Government. Wavemaker has been on the Government of South Australia’s Master Media Scheme for 17 years.
