The brief calls for an agency to raise awareness of South Australia and its capital Adelaide to attract UK businesses, professionals and students, according to documents seen by PRWeek.
Agencies will be asked to identify European companies that are planning to do business in Australia and persuade them of the business case of investing in Adelaide. The account also calls for an agency to target key figures in the European business community.
The work is likely to revolve around key sectors in the South Australian economy, including defence, mining and renewable energy.
Agencies were asked to provide written submissions by mid-February, with pitches taking place in the coming weeks.
The majority of the work is UK-based, but 25 per cent of the budget will be allocated to the French market. It also calls for work in the business communities of Spain and Germany.
The brief acknowledges South Australia has ‘a major awareness challenge’ in the UK and Europe as it lacks Australia’s iconic attractions, such as the Great Barrier Reef or the Sydney Opera House.
A campaign targeting businesses, migrants and students is likely to focus on the low cost of living in South Australia and its growing economic power, having withstood the worst of the global recession. The briefing document notes that the economy of South Australia is expected to grow by 3.27 per cent per annum over the next five years and that Adelaide retains its triple-A credit rating.
The contract is for six months, with the possibility of a further six months. The successful agency will be expected to increase traffic to the state’s website and generate online discussion about the region and significant media coverage.