
AEDA | $30 Eats
Campaign launch drives nearly 100k website registrations







One Rail Australia

Mercedes College

Campaign launch drives nearly 100k website registrations
The summer Omicron outbreak hit the Adelaide CBD hard in early 2022, prompting a City of Adelaide $7.5 million rescue package to support the city’s recovery. Adelaide Economic Development Agency (AEDA), council’s subsidiary, was charged with administering a range of business supports, including issuing 25,000 x $30 vouchers to encourage visitors into CBD and North Adelaide restaurants and cafes.
With the ‘$30 Eats’ vouchers to be allocated in an online ballot, our brief was to run a consumer launch that would drive ballot registrations and ensure all 25,000 vouchers could be allocated to maximise the potential benefit to participating hospitality operators.
Success rested entirely on the efforts of PR, with no advertising spend allocated to the campaign.
Having successfully launched two similar AEDA voucher campaigns, we harnessed our prior learnings and media expertise to devise a publicity and influencer marketing approach that focused on:
By close of business on launch day, AEDA had secured its target of 25,000 vouchers. In fact, 45 South Australians registered per minute in the first 24 hours, amassing close to 100,000 registrations over 12 days.
Publicity and influencer marketing outcomes spanned:
Most importantly, voucher redemption and secondary spend injected $1.2 million into the city hospitality sector, creating a 2:1 return on investment. Approximately 86% of participating businesses said the vouchers delivered a positive impact on their trading, with 78% saying it brought new customers through their doors.
The communikate team really took the time to understand our business. They very quickly came up to speed on our products and the nuances of our very technical and specialised industry. They’ve written accurate and engaging content to be used in industry publications, our electronic newsletter, and on LinkedIn, which has performed really well.
communikate et al’s design work is visually impactful, and they partnered with us to help bring our vision to life. Our tagline ‘flourish’, is an excellent reflection of our core values, beautiful botanic campus and our genuine aspirations for every young person in our care.
communikate’e professionalism, relatability and ability to give life to our vision is commendable.
The visual impact of the creative was exactly what the Local Government Association was looking for to engage audiences and drive an increase in nominations from traditionally underrepresented groups on council.
As a result of the advertising we saw a particularly strong increase in candidates identifying as Aboriginal or Torres Strait Islander and many more candidates from culturally diverse backgrounds.
The South Australian Museum worked with communikate on a SA Tourism Award submission. The submission is a huge task with many moving parts and communikate helped bring it all together seamlessly. Always a pleasure working with CK!
I have worked with communikate et al for many years in a number of roles. They form an integral part of our team at Walara, having taken the time to understand our community and the two businesses that merged to develop a brand name and identity that reflects our shared values and vision for future growth in the lower mid-north region. communikate has created an extensive range of content and communication assets to establish us as a leading provider of aged care services in the region. We’ve received nothing short of positive feedback from our residents, their families and our staff.
We have really enjoyed partnering with communikate on some key projects and appreciate their responsiveness and the quality of service they provide. communikate’s ability to be agile and quickly act on changes to strategy has been impressive and has resulted in us being confident in the fact that they keep the best interests of our campaign front of mind. The level of detail they provide in their reports has ensured we’re able to learn from our hits and misses and adapt our future strategies accordingly.
Bec, Henry and the team understood our brand from the get go and it showed from concept to delivery. During an intensely busy time for our team, they worked seamlessly with us to develop and manage an integrated campaign... The results were outstanding and put the hotel in an excellent position to launch into a competitive market, with strong occupancy experienced. We really value our partnership.
We have been hugely impressed with the way communikate et al have immersed themselves in learning our brand and respecting our approach. It felt like they just ‘got us’ from the start! It has been such a pleasure working with their professional, smart and dynamic team.
We love the Daily Moves branding that communikate et al created. It is friendly, flexible for different applications, and our marketing collateral stands out from the rest. We have received a lot of compliments from participants and stakeholders who love it just as much as we do.
communikate et al were an integral part of the King William Road upgrade team from the initial community consultation right through to completion. The brand they created fit the project perfectly. They took the time to understand the complexities and always delivered with strategic oversight, ensuring things were done with purpose and meaning. Having them on board was invaluable.
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