Published on: October 1, 2026
WPP’s Wavemaker has secured the South Australian Tourism Commission’s (SATC) Destination media account following a competitive review, bringing the tourism body’s Destination and Events media portfolios under one agency.
The appointment marks the first change to SATC’s Destination media account since 2021. Wavemaker had previously been selected in June to handle media for SATC’s Events portfolio, which it will now manage alongside the broader Destination remit.
The consolidated account will be managed by Wavemaker Adelaide and covers two key marketing portfolios for the South Australian Government. According to SATC, the state’s tourism sector delivered $11.5 billion in economic value in the year to March 2026.
SATC’s current strategy aims to position South Australia as Australia’s third most desirable tourism destination while expanding the state’s visitor economy to $14 billion by 2030.
Wavemaker will use an insight-led media strategy to support these objectives and build on SATC’s “Celebrate the Simple Pleasures” Destination brand platform. The platform showcases the state’s culinary offerings, natural attractions and major events as key tourism experiences.
The combined portfolio will be headed by Client Director Jess Phillips, who said: “Having worked alongside SATC’s Events team for several years, partnering with SATC’s Destination team has been on my personal wish list for longer than I care to admit! Leading the combined portfolio is a dream scenario. South Australia has the absolute best stories to tell, and our team can’t wait to bring fresh insights and limitless energy to build on Celebrate the Simple Pleasures and boost visitors to the state.”
Kevin Kivi, Managing Director of Wavemaker Adelaide, said: “For those of us who call South Australia home, opportunities like this are incredibly meaningful. SATC plays a vital role in shaping how the world sees our state, so to be trusted with both the Destination and Events portfolios is something we are genuinely proud of. We have a talented team here in Adelaide, deep local knowledge and the backing of a global network, which is a powerful combination. We believe South Australia has one of the most compelling stories in the country, and we’re excited to help more people discover what makes it such a remarkable place to visit, experience and invest in.”
The new appointment begins October 1 and covers Australian domestic media as well as international markets, with New Zealand excluded from the remit.
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