Latest News

Back to Latest News back

 

SATC exposed for paying celebrities to tweet about Kangaroo Island

SATC exposed for paying celebrities to tweet about Kangaroo Island
April 25, 2012

The ABC's Media Watch has exposed the South Australian Tourism Commission (SATC) for paying celebrities to 'tweet' positive things about Kangaroo Island.

The ABC show revealed that celebrities including celebrity chef Matt Moran, Australian idol contestant Shannon Noll and TV presenter Sophie Falkiner have been paid to lure fans and followers to the destination through their twitter accounts.

The revelation comes one month after SATC launched a TV-led advertising campaign for Kangaroo Island, created by Adelaide agency KWP!.

MediaWatch came across an email circulated from a publicist, which read "I have been contacted by South Australian Tourism and they are looking for high profile celebrities with a high twitter following to tweet about Kangaroo Island. They will pay $750 plus GST for one tweet. They don't want to tweet to appear endorsed, rather an organic mention, injecting your own personality into the tweet."

In an email to Media Watch, SATC Marketing and Communications Director David O'Loughlin confirmed the body was using "influencers" in the promotion of South Australian tourism products and that this was "considered a legitimate marketing tool."

O'Loughlin added "this is a typical product placement strategy that is emerging throughout the online world and we are talking full advantage of it as a viable media channel."

Media watch reported that paying for tweets was not new, with major celebrities in the United States able to command fees of thousands of dollars for a single tweet.

John Baker, from the SATC's advertising agency, KWP, told the program that there was "a blurring line in social media", adding "(many) celebrities ... are a commercial brand in their own right, it's not like we were recruiting everyday people to endorse Kangaroo Island."

Celebrity tweets about Kangaroo Island included:

"All this moving and dancing training! I think I need a break! I heard Kangaroo Island is awesome. Thoughts anyone?" - Shannon Noll, @NOLLSIE, 27th March 2012

"Bring on Kangaroo Island. Saw the TV ad last night and makes me wish I was visiting sooner rather than later." - Matt Moran, @chefmattmoran, 28th March 2012

Stung by criticism over the performance of the SATC, in March, the South Australian Government began a restructuring of the Commission in order to achieve $1.2 million per year in savings.

2nd March 2012 - SA GOVERNMENT TO RESTRUCTURE STATE TOURISM BOARD

24th June 2009 - KANGAROO ISLAND A ‘NATIONAL LANDSCAPE’


Asking a small favour
We hope that you value the news that we publish so while you're here can we ask for your support?

The news we publish at www.ausleisure.com.au is independent, credible (we hope) and free for you to access, with no pay walls and no annoying pop-up ads.

However, as an independent publisher, can we ask for you to support us by subscribing to the printed Australasian Leisure Management magazine - if you don't already do so.

Published bi-monthly since 1997, the printed Australasian Leisure Management differs from this website in that it publishes longer, in-depth and analytical features covering aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues management.

Subscriptions cost just $90 a year.

Click here to subscribe.

 

supplier directory

The Complete Guide to Leisure Industry Products & Services.

See the directory see all

ICP

ICP is an Australian-based company focused on indoor climbing. ICP will manage your project from initial design to completion and beyond, whether you're building an international-level climbing…

read more

Attractions / Fitness / Recreation

 
 

SENtag

Developed in Europe, this innovative system offers a safety management solution for swimming pools that checks individual swimmers via their wristband - monitoring their depth and time. Sensors…

read more

Aquatics / Hospitality / Safety / Technology / Waterparks

 
 

Enta Australasia

As of the 1st July 2018, Enta Australasia Pty Ltd/Best Union has been rebranded as VIVATICKET Pty Ltd.  Click here to view the VIVATICKET Pty Ltd listing.  19th July 2018 - ENTA…

read more

Technology / Ticketing / Venues

 
 

Envibe

With its sleek good looks and easy-to-use yet powerful functionality, Envibe is the premium fitness club software for the Australasian leisure, recreation and fitness industry. We are the most…

read more

Aquatics / Fitness / Recreation / Technology

 
 

Augmented Creative

Augmented Creative is an open organization of like-minded and highly dedicated, creative people who conceive, plan and execute visual solutions. We pursue new and innovative visual ideas to help…

read more

Arts / Attractions / Consultants / Design / Tourism

 
 

TJS Services

TJS Services is a leading national facility services provider. We deliver quality cleaning, maintenance, construction and facility management services to over 1,500 sites Australia wide.  Our…

read more

Hospitality / Retail / Venues

 
 

XBODY Australia Pty Ltd

PROVEN BUSINESS CONCEPTS WITH XBODY XBody’s goal is to see you and your EMS business succeed. That is why we don’t just sell equipment, we provide know-how, expert knowledge,…

read more

Fitness / Technology / Wellness

 
 

Pico Play

Pico Play is a global leader in the planning, design, development and construction of world-class themed attractions and entertainment that deliver extraordinary and memorable experiences to millions…

read more

Attractions / Consultants / Design / Recreation / Tourism

 
 
 
 

get listed with our suppliers directory

Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!

list your business