WAVEMAKER WINS SOUTH AUSTRALIAN TOURISM COMMISSION MEDIA MANDATE

Wavemaker has secured the South Australian Tourism Commission’s Destination media account, effective 1 October, following a competitive review. The remit spans domestic and global markets, excluding New Zealand. The appointment builds on Wavemaker Adelaide’s earlier win of SATC’s Events portfolio, supporting ambitions to grow South Australia’s visitor economy to $14 billion by 2030.  

Wavemaker has been appointed media agency partner for the South Australian Tourism Commission’s (SATC) Destination business, following a competitive review. The remit covers all Australian domestic media and global media, excluding New Zealand, with the appointment taking effect from 1 October.  

The WPP-owned agency won the account from Carat, now operating under the Dentsu Media banner, which had held the business since 2021. Carat’s exit from the Australian market, following its integration with stablemate iProspect, paved the way for the transition.  

This latest win follows Wavemaker Adelaide’s appointment in June to manage SATC’s Events portfolio, consolidating the agency’s role in shaping South Australia’s tourism communications. The South Australian tourism industry generated $11.5 billion in economic benefit in the year to March 2026, underscoring the sector’s importance to the state’s economy.  

SATC’s current strategy is focused on elevating South Australia to become Australia’s third most desirable tourism destination and expanding the visitor economy to $14 billion by 2030. Wavemaker’s approach will be insight-led, building on SATC’s Destination brand platform, Celebrate the Simple Pleasures, which showcases South Australia’s culinary richness, natural landscapes, and world-class events.  

The appointment signals SATC’s confidence in Wavemaker’s ability to deliver integrated media solutions that align with its growth ambitions, while reinforcing the state’s positioning as a premier destination for both domestic and international travellers.