# data[].attributes.body
1. Approaching my first assessment in this class, I am feeling both excited and a little nervous. I am looking forward to see what ideas I will come up with and how I can use my creativity to promote that in a unique way. I am also looking forward to refining my skills by doing so. I am slightly nervous as I want to do well and also am unsure about all the work that I will need to get done. However, I can't wait to see what I come up with.

# data[].attributes.body
80 Promotion Ideas
1. Anti-bullying
2. Anti-drink driving
3. Anti-drugs
4. Fighting fast fashion
5. Fighting testing on animals
6. Animal cruelty
7. Anti racism
8. Funding the homeless
9. Domestic abuse awareness
10. Suicide awareness
11. Funding Indigenous Australians
12. Breast Cancer Funding / Support
13. Compassion Child
14. COVID-19 Family Funding
15. Preventing Child Abuse
16. Wildlife Foundation
17. Foodbank
18. Promoting a cafe
19. Are U Ok Day
20.  Helping the hearing impared
21. Promoting an art show
22. Helping / supporting local artists
23. Smoking awareness
24. Leukemia Funding
25. Supporting local businesses

# data[].attributes.body
80 Promotion Ideas
26. Stop speeding / road safety
27. Funding for bushfires
28. Save the Australian Wildlife
29. Diabetes awareness
30. Fighting animal poaching
31. 24 Hour Famine
32. Alcoholism
33. Poverty
34. Anorexia
35. Body Image
36. Deforestation
37. Tourism (SA)
38. Promote a fashion brand
39. Sustainable fashion
40. Wear a mask
41. Men's mental health awareness
42. Drink / food product ad
43. Supporting local musicians
44. Healthy eating
45. RSPCA
46. COVID-19 Vaccine
47. Anti-littering
48. Supporting single mums
49. Refugees
50. Foster care

# data[].attributes.body
80 Promotion Ideas
51. Protecting the Great Barrier Reef
52. Promoting own product
53. Promote 'fake' TV Show
54. Fashion brand ad
55.  Helping phone addiction
56. Fake movie trailer
57. Funds for Multiple Sclerosis
58. Travel ad
59. Coffee ad
60. iPhone ad
61. Promoting perfume
62. Instagram
63. Restaurant promotion
64. Social media bullying
65. Lifeline
66. Hahndorf Tourism
67. SA Coast Tourism
68. Disability Awareness
69. Disability Funding
70. Student Depression Awareness
71. Womens Rights
72. Women Safety Awareness
73. Clothing brand promotion
74. Uni Ad
75. Personal Training

# data[].attributes.body
80 Promotion Ideas
76. Food Delivering Ad
77. Car Promo
78. Upcoming Album Teaser/Promo
79. Linen Ad
80. Shoe Ad

# data[].attributes.body
1. I wish to promote an area which I believe could inspire tourism traction for South Australia. (Ideas: Along the coast, Hahndorf, Adelaide Hills etc.)
2.  I wish to promote a campaign similar to / if not : Are U Ok day in order to bring awareness to mental health and the need to check in with your friends.
(So far leaning more toward the tourism idea! I think it will be fun to film and create ideas for).

# data[].attributes.body
My target audience are those which can afford and are looking for travel ideas and deals. I believe the age I should focus on is from around 20-30. I believe Adelaide does not market enough to the younger generation, with the Barossa and such drawing in mainly ages 40 plus. I would like to take a unique perspective, as a young person in Adelaide myself, and find creative ways to draw in a younger group of people to our state.

# data[].attributes.body
I have decided to go with the tourism video / website after some more consideration. I feel like I'll have alot of room to creative within this topic and it is something I can work passionately on.

# data[].attributes.body
Academic Sources:
1. South Australian Tourism Commission 2020, South Australian Tourism Plan 2020,  Government of South Australia, viewed 31 March 2021, <https://www.ecotourism.org.au/assets/Resources-Hub-Destination-Management-Plans/South-Australia-Tourism-Plan-2020.pdf>

This source provided me with an understanding of what areas of SA needs more tourism focus. It provided the plan SA government has for tourism across the state and ways it can be improved. I found this source helpful as I can apply the ideas and needs expressed within the report into my promo video. It listed specific areas which could benefit from further tourism drive and I will be able to use this when furthering my research.

2.      State Heritage Unit – Deparment of Environment, Water and Natural Resources 2015, Exploring Heritage Tourism Opportunities in South Australia July 2015, Government of South Australia, viewed 30 March 2021, <file:///C:/Users/sophi/Downloads/exploring-heritage-tourism-opportunities-gen.pdf>

This source discusses the importance of heritage tourism and the opportunities within it. It is important for us to use the heritage our state provides us and let it enable further travel interest. By increasing investment in specific heritage listed sites, SA will be able to further tourism interest and increase the variation of locations which can be advertised nationally and internationally. This will be helpful for me as I move forward in planning my video. I think it would be beneficial for me to add a heritage listed site within my tourism promo video.

3.  South Australian Tourism Committee 2018, South Australian Regional Visitor Strategy, Government of South Australia, viewed 30 March 2021, < https://tourism.sa.gov.au/media/gymodaud/south-australian-regional-visitor-strategy.pdf >

This source discusses the SA government plans for tourism across regional SA. It discusses its main aims to work on the visitor economy, increase and improve marketing across digital platforms, new projects for increasing accommodation, creating new experiences (in wine, wildlife, culture etc.) and in infrastructure and collaborations with neighbouring regions. I found this source particularly helpful as it also listed areas in regional SA as well as what they offer, the ways tourism can be improved in each area and their potential. I will apply this as I create my video and decide where to film my content.

# data[].attributes.body
Example Promotion Videos
1. Taste Down South, Go Down South with Your Mouth – Visit South Australia, video, YouTube, 21 March 2021, viewed 1 April 2021, <https://www.youtube.com/watch?v=8TkSVwvaVsg>

Within this video, there is a montage of travel shots showing various tourist areas across South Australia. A woman’s voice describing the need to taste what SA has to offer annotates the video whilst dramatic/inspiring music plays in the background. The music’s intensity increases until it finishes with the saying ‘Go down South with your mouth’ and displays the logo for the tourism project.

I found this video very good at advertising SA and intriguing interest by showing various areas across SA but not exactly detailing where it is – it creates a level of mystery. The videos saying itself ‘Go down south with your mouth’ has both a bad and good effect. It may be perceived as bad due to the double entendre. This saying has caused some controversy with people perceiving it as sexually suggestive. However, I find this also works in a good way. It has drawn more traction to the video and the controversy has allowed it to garner more views and spread further. It has worked well as a marketing ploy and I feel it has helped in its success. I would like to incorporate certain film shots into my video similar to the ones they have added. Shots which track and follow a person walking through the scene and birds eye view shots and such. I also would like to add some speech to my video as well as an inspiring background track. I would also like to take inspiration from the idea of the logo at the end once the music reaches its peak.

2. South Australia, South Australia – A Great State in Summer, video, YouTube, 27 November 2020, viewed 1 April 2021, <https://www.youtube.com/watch?v=ehuLKSoqohU>

This video has a very simple but effective concept. It also shows a montage of travel shots but uses a ‘phone call’ audio as its plot. It starts with a woman ringing up and suggesting they travel somewhere, then without specifically saying SA, they show shots of various areas across the state. These shots have the location typed in the corner and work in time with the conversation. The pair go back in forth and end with “Alright, I’ll book.” The text on the screen reads ‘A great state to be in” and then shows the Government logo with a website link. The transitions across the video are smooth and the back-and-forth conversation makes the video very easy to watch. I find this video has a lot of positive with detailing various locations as a suggestion to the viewer of where to go, the conversation about travel makes it relatable and more real as well. I believe one negative could be it doesn’t have much background audio except the natural sound of waves etc but I do feel it is a positive in it doesn’t distract from the phone call. Overall, I would like to incorporate perhaps the ‘relaxed’ and relatable style of talking, making it seem more one on one with the viewer. Again, I like the use of the logo at the end and providing a website link.

3.  South Australia, Great State: Summer Highlights from the Fleurieu Peninsula, video, YouTube, 6 October 2020, viewed 1 April 2021, <https://www.youtube.com/watch?v=FPBHuGFBbMA>

In this video, the style is a portrait style video. It has no music track but instead utilises the natural sounds of water and wind etc. It then uses text to annotate the video saying – This could be you this weekend on a beachside getaway in the fleurieu peninsula less than an hour from Adelaide. It again ends with the SA gov logo and website link. I love the style of this video as it seems very relatable and as if it would easily appeal to younger travellers. The horizontal filming insinuates a more social media / phone style recording and I believe this could be super helpful to apply within my promo video due to my target audience. The simplicity of the video could be seen as slightly boring however so I think it could have benefited from some background music. I think I would also like to apply the text style type in my video.

# data[].attributes.body
After creating my mind map, I was able to find various ways I could approach my topic. However, I felt I was happy with my original ideas. I believe I would rather sticking with a younger target audience, rather than the older audience I concepted. I did believe perhaps refining my video to also promote to those internationality with little to no knowledge on SA. Due to South Australia being a less promoted state of Australia, it would be helpful to add a little more contextual information for easier understanding.

# data[].attributes.body
Attention

To capture the viewers attention, I want to include the sound of a facetime call. This is a very familiar sound to the younger generation especially my specific target audience (20-30). This sound will begin the video, continuing with the screen being answered. The girl will say, “Where are you?” and the other girl will answer “SA”. It will then switch to a quick and fun montage with exciting music to keep the attention of the viewer. This will then switch back to the sound of the call saying “Wait, I want to come to.” The sound of the phone call ending – the beeps creating a pause and then the friend also being there. The two girls will meet in a scenic shot and the music will reach its peak. This intensity will keep the attention and then suddenly end with the logo and website link.

Interest

I aim to gain the viewers interest by incorporating shots which will initiate curiosity and excitement. I will show thing such as visiting locations which would appeal to 20-30 year old’s whilst also using a soundtrack which would appeal to the age group. Assuming this age group would be more interested in fast-pace locations, bars/pubs, restaurarants and social locations I will make sure to incorporate such things.

Desire

I would like to create desire through specific desired subjects / objects of that age group. Such as an alcoholic drink, trendy spots perfect for social media posts, fast-paced locations etc. Also showing friends together and creating it to be more relatable and desirable to the viewer. I will also influence desire by appealing to emotion through a positive soundtrack, the expressions of my actors and the colour tones/design of the video. Bright editing and fast-pace should appeal to the travel desires of my target audience.

Action

With the aim of my video being to encourage 20-30 year olds to visit South Australia, I want to end the video on an encouraging and fun note. I want to start the video with the viewers being curious and unsure to feeling completely satisfied by the end. The viewer should be interested into looking futher into travelling to SA after seeing the various areas, locations and opporunties the state has to offer.

# data[].attributes.body
Kira decides to call her friend out of the blue, facetime ringing on her phone screen. The call is answered, with Sinead's face appearing on the screen, behind her is a scenic sea view. Kira asks Sinead where she is, confused and curious. Sinead explains she is in South Australia.

Sinead's experiences in South Australia show was flashbacks, including her at the beach, visiting a restaurant and driving down a scenic route.

The phone call continues, coming from Sinead's perspective. Kira speaks up and says she will come too. The facetim ends and the scene pauses in time, only for a moment.

The video continues with Kira and Sinead now experiencing these scenes together. They walk along the beach together, laugh over a drink and walk through a winery. The scenes continue to become faster until it ends with Sinead and Kira cheering a drink.

The logo of 'Escape to SA' appears and details the website link and slogan.

# data[].attributes.body
How do you think your target audience feels about your product before they’ve seen your video?

I believe they feel a lack of interest in travelling to SA. I would create the video assuming they consider travelling to SA boring and that it does not have much to offer.

How do you want them to feel after they’ve seen your video?

I want them to feel excited about the idea of travelling to SA. I want them to feel inspired to try travelling to the state and feel surprised in the amount the state really has to offer.

What tone/s or emotion/s will you need to convey to convince your audience of your promotional message?

I will need my actors to convey excitement and happiness. I will have them smiling and laughing with one another to show this to the viewer. I will also use Sinead's excited tone about being in SA and Kira's sudden change in expression to encourage them to also be excited about visiting South Australia.

Which colours best represent these emotions? Why?

I believe colours such as yellow (representing happiness), blue (calm/refreshing), orange (excitement) and other bright colours will exemplify the exciting and happy emotion of the video. I believe this is because their brightness and certain shades correlate with specific feelings in our mind. Thus I will use my knowledge on their effects to exemplify my videos emotional impact.

Which fonts best represent these emotions? Why?

Modern fonts and stylistic fonts should best represent these emotions. This is because a more traditional font (including a more traditional serif style font) would correlate with an old and slow concept. However, if I use a bold font and moden text the viewer will consdier the video to be more relevant to them and their interests. By using popular fonts, I will be able to increase the viewers interest in the video and exemplify the happy / carefree and modern concept of the video.

# data[].attributes.body
I also believe a handwritten style could be super cool for the video concept. My only worry it is will make it seem less casual and seem more traditional thus not appealing to my young target audience properly.

# data[].attributes.body
I collected a variation of moden / stylistic fonts that I feel may fit the aesthetic of my video. I want to appeal to a younger audience (20-30) so would like to use trendy but minimalistic fonts.

I like these fonts as they are bold and modern. I also feel they work well at instantly gaining attention and are easy to read if the video is fast paced. They could be considered slightly boring however due to their simplicity. But I think their minimalism would appeal to the target audience.

# data[].attributes.body
I like this wide font as it would work well on the screen. I think it would be good to end on. I like its simplicity and boldness.

# data[].attributes.body
This palette felt alot closer to the aesthetic I would like to go for. The pomeganate tone seems alot more calm then the other red/oranges I have seen and works well at gathering attention. The sunset orange and yellow work perfectly to create a happy and exciting aesthetic. I also love the blues but think I would avoid the purple as it iniates a luxurious feel and viewers will be psychologically influenced to view the brand as less relaxed and more prestiegious.

# data[].attributes.body
I also like the thiness of this font. It makes the message seem a bit less aggressive and in your face. I also like its tracking and the lack of serifs.

# data[].attributes.body
I collected a variety of images which will help me refine my colour palette.

I really liked this selection of colours. The tangerine especially. Orange is specifically linked to excitement and rejuvination. I feel it would work well to encourage my audience to percieve travelling to SA as an exciting adventure.

# data[].attributes.body
I liked this colour palette. The blues and yellows instantly cause the brain to think of the beach which would work well with my travel video. I again liek the orange and feel the blue also emits a coolness and calmness.

# data[].attributes.attachment_link.title
Citrus fruits slices on table_ Color Palette #228

# data[].attributes.body
This summer palette is perfect. I do feel though that the red and darker orange are slightly too intense for my video. I would rather stick with the excitement and fun of orange and yellows and the calmness of the blues.

# data[].attributes.body
Before the filming process I had a car crash and lost access to my car. Due to this, I had to get help from friends to travel to my locations and thus had to make some changes. Hahndorf and Beerenberg were locations much closer to my friends and felt it was more convenient for them and myself. Thus, I kept to the same video concept but was required to adapt the location slightly. I am still super happy with how it turned out.