The South Australian Tourism Commission campaign features three iconic South Australian wine labels from the state's peak wine regions, including Bird in Hand in the Adelaide Hills – one of the wineries affected by the fires.
Minister for Trade, Tourism and Investment, David Ridgway says it's not only important for South Australians to get behind local business but even more so to get the message out to our key international markets that SA is standing strong.
"In this time of difficulty for the Adelaide Hills community, we've been seeing an outpouring of support by South Australians coming together and responding with extraordinary generosity," Mr Ridgway said.
"Sadly, the wine industry is one that has been hit hard and with the full support of Bird in Hand winery, we're helping get the message out to people in the UK, South Australia's key tourism market with 60,000 visitors to the state every year," said Mr Ridgway.
"The campaign is all about getting people to talk about South Australia, and the great wines we produce. We know the fires have been on the minds of everyone, and while this campaign has long been planned, we feel it is an important line in the sand to draw – we are resilient and we will push through this.
"South Australian businesses are innovative and creative, and will bounce back, so we need to continue to support them as best we can, and this international campaign puts us front and centre into the UK, which is one of our key markets."
South Australian Tourism Commission Chief Executive Rodney Harrex said he and his team have been reaching out to tourism operators and wineries affected in the region to offer support.
"We are feeling the tremendous impact that these local businesses are experiencing and the flow-on impact across the region during what is normally a busy holiday trade," he said.
"This campaign, which has long been set to launch on Christmas Eve into the UK, is about showcasing what South Australia is famous for – great wine and produce – into a major inbound marketplace.
"Right now, our Adelaide Hills communities and the businesses within them need that message out more than ever – and we've been talking with Bird in Hand winery, like many other local operators in the Adelaide Hills and Kangaroo Island regions, about how we can best support them, both now and into the future."
Bird in Hand founder Andrew Nugent said he was keen to reopen the cellar door on Boxing Day, and continue to serve the community and visitors to the region.
''Whilst we have had limited damage to the vines, we have been extremely lucky. Our hearts go out to the hills community who have lost their land, homes and lives. Everyone is safe thanks to the tireless work of the local firefighters and volunteers. We will rebuild and recover with the help of our dedicated staff over the next few weeks," he said.
As part of the campaign, three UK based artists have created bespoke limited-edition labels for the three South Australian wine labels. In addition to Bird in Hand in the Adelaide Hills, it also includes Yalumba in the Barossa Valley and d'Arenberg in McLaren Vale.
In partnership with Emirates and DialAFlight, a competition will be launched to UK consumers who will vote for their favourite wine label design to go into the draw to win a trip to South Australia and visit the featured wineries and regions.
Every year, 60,000 visitors from the UK travel to South Australia, staying 833,000 nights and injecting $78 million into the visitor economy. The UK is South Australia's largest 'Leisure Purpose' inbound market, largest European market and second largest market overall after China.
