The SA Tourism Commission has found the city's key events are not viewed by outsiders as something that "can't be experienced elsewhere". The commission has launched its latest marketing campaign (Agency: KWP) spruiking Adelaide to Sydneysiders, and Tourism Minister Leon Bignell said the new ad sent the message that Adelaide was a destination for festivals, the arts and music, but also offered good wine, food and beaches.
"(Festivals) are not the only thing that we do ... we're also the wine state, the defence state, the rose state," Mr Bignell said.
The edgy film clip follows the travels of an astronaut character through the city and nearby regions including McLaren Vale, Langhorne Creek and Port Willunga, set to a cover of INXS' Never Tear Us Apart, sung by Brisbane artist Emma Louise.
Local residents will recognise flashes of landmarks including the Adelaide Oval, SA Health and Medical Research Centre, Art Gallery, city streets, churches and the Rundle Lantern.
Adelaide is a city that offers the physical and emotional space to breathe. There is a sense of freedom here - of expression, of movement, of thought.
With a diverse and eclectic array of accessible experiences, it's a city that allows time for immersion, paired with a sense of space and freedom that actively encourages true indulgence.