WPP Media’s Wavemaker Adelaide has been appointed to handle media strategy, planning, and buying for the South Australian Tourism Commission’s (SATC) major events portfolio, following a competitive pitch.
The win adds to Wavemaker’s existing relationship with the South Australian Government, building on the recent extension of its appointment to the Government of South Australia’s Master Media Scheme – a partnership now entering its 17th year.
A portfolio of marquee events
Under the new remit, Wavemaker Adelaide will develop a strategic, portfolio-wide approach across all major state events, working alongside SATC and its creative partners.
The calendar includes 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.
Kevin Kivi, who leads Wavemaker Adelaide, said the appointment carries personal resonance, having relocated to South Australia in January this year.
“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,” said Kivi.
Kevin Kivi
Building the visitor economy
SATC Chief Marketing Officer Erik de Roos said the appointment positions the commission to extract greater value from its media investment across its events schedule.
“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,” de Roos said.
Major events are considered a critical driver of South Australia’s visitor economy, generating economic and social outcomes across the state. Wavemaker’s scope will cover strategic media development and activation across all channels.
Wavemaker describes itself as a top-three global media network and part of WPP Media.