AEDA’s See for Yourself campaign continues to change outdated preconceptions about Adelaide

The city is on the brink of its busiest period of the year, with the Adelaide Fringe and Adelaide Festival ushering in a season of heightened activity.

As these prominent events take centre stage, local traders are poised to benefit from the influx of visitors, anticipating a surge in demand and a prosperous season ahead.

It comes as AEDA continues its See for Yourself campaign that reinforces Adelaide’s position as a vibrant destination worth exploring.

AEDA’s See for Yourself campaign was launched in June 2024 to challenge Adelaide’s reputation as "bland, boring, and sleepy’, inviting audiences to rediscover the city’s vibrant offerings.

The multi-channel campaign uses bold, edgy visuals featuring real people and places to shift the conversation and showcase the true spirit of Adelaide.

With more than 150 local businesses and events profiled so far, See for Yourself highlights a range of business sectors under 5 key pillars — Events & Festivals, Retail, Nightlife, Food & Drink, and Experiences.

The campaign is in its second phase and integrates a “families” pillar, which focuses more on daytime activities for summer.

Audiences can sift through offerings under each of these categories on the campaign landing page SeeADL.com.au, a website which has generated more than 2,200 leads, in the first phase, for featured businesses and events.

AEDA Marketing and Tourism Executive Manager Michael Rossi says audiences have responded with enthusiasm for the campaign and its messaging.

He says the campaign will run until April 2025, and city businesses are encouraged to get involved.

“People enjoy that the campaign is challenging myths about their hometown and is making people realise that Adelaide is not a boring place,” Mr Rossi says.

“They are excited to be living in Adelaide and it is encouraging locals and visitors alike to advocate how brilliant the city is and what it has to offer.”

Leading hospitality business The Big Easy Group has used the campaign as a platform to promote its offerings during Adelaide’s festival period.

Big Easy Group—which owns venues such as Bottega Bandito, La Louisiane, The Stag Public House, NOLA Adelaide and House of George—is leveraging on the busy time by creating a "survival guide" to prove “Adelaide isn’t a sleepy city”.

“Adelaide comes alive during Fringe, and we’re here to make sure everyone—locals, visitors, and performers—sees just how bloody good this city actually is,” Big Easy Group Chief Executive Ollie Brown says.

“We’re not a sleepy town, and we’re proving it with venues that keep the energy high from morning to late night.

“Whether it’s an early morning coffee, a pre-show feast, or a 1:00 am fried chicken fix, we’ve got something for every moment of the festival.

“Let’s blow them away and show the world what Adelaide is really about.”

To find out more and get involved, submit your business or event’s photos for inclusion in the campaign here: See for Yourself campaign