Roadtrip tourism

THE Limestone Coast stars in the SA Tourism Commission's "best backyard" campaign, capturing the magic and adventure of a family road trip.

Koonara Wines owner Dru Reschke at the Coonawarra Railway Platform, which features on a new SA Tourism Commission advertisement showcasing the Limestone Coast.

Koonara Wines owner Dru Reschke at the Coonawarra Railway Platform, which features on a new SA Tourism Commission advertisement showcasing the Limestone Coast.

The new commercial encourages South Australians to take a family road trip to the Limestone Coast and premiered online on Boxing Day.

State Tourism Minister Leon Bignell, himself a native of the Limestone Coast, said the region's vast open landscapes, beautiful beaches and relaxed pace are a perfect fit for a family road trip.

"The ad highlights the beauty of the Limestone Coast through the experiences of a young family who are exploring the region," he said.

"As the family travels further into the region, we get a sense for how much there is to see and do during a driving holiday through the Limestone Coast."

The ad features the Robe Icecream Shop, the Mary MacKillop Centre in Penola, Mayura Station and landmarks like the Big Lobster and the Obelisk at Robe, Coonawarra Railway platform and the Beachport Caravan Park.

The commercial is set to the tune "faces" by solo musician and artist Kogo, with the music setting a perfect tempo for a family road trip.

Federal Government figures released earlier this month show 439,000 overnight trips were made to the Limestone Coast in the year to September 2014, with a further 1.29 million nights and 553,000 day trips taken in the region.

"Best backyard" is a campaign by the SA Tourism Commission aimed at getting South Australians to holiday in their own backyard and enjoy what the State has to offer.

The Limestone Coast TVC is being promoted via television and cinema.

Previous ads in the series include Eyre Peninsula, Riverland, Murray River Lakes and Coorong, Flinders Ranges, Clare Valley, Fleurieu Peninsula and Yorke Peninsula.

Mr Bignell said: "The ad brings to mind the road trips that were an integral part of growing up in Australia, we don't do enough of those any more and we hope this inspires people to make memories on a road trip to the Limestone Coast."

The advertisement can be viewed on Youtube at https://www.youtube.com/watch?v=Bd4GoPWhoME.