281M+ campaign impressions* as at 30 September 2018

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1 PROGRAM OVERVIEW The I Choose SA program, an initiative of Brand South Australia, was launched in August The program encourages all South Australians to choose local businesses throughout our state s supply chain, to support jobs in our state. I Choose SA also aims to improve awareness, understanding and optimism around job opportunities and key industries in South Australia. Within the broader I Choose SA marketing program sits the I Choose SA for Industry event series. The series focuses on various industries through the year, featuring the people and businesses that are transforming our state. The program has gained significant momentum, with industry and business spreading the message through their own marketing activity and South Australians changing their purchasing behaviours to choose local. PROGRAM REACH 281M+ campaign impressions* *number of times the campaign message has been delivered across all platforms Every South Australian has had the opportunity to see the program over 160 times #ichoosesa has been used over 200 times per day since the program was launched 157,069+ Uses of #ichoosesa I CHOOSE SA TV COMMERCIAL Watch the I Choose SA TV commercial at ichoosesa.com.au

2 MARKET RESEARCH 82 % of consumers 50 and 93 % of businesses are aware of the I Choose SA program 37 & of business respondents have changed their personal practices changed their business practices to choose SA more often 71 % Over of consumers were likely to buy South Australian because of the I Choose SA program 93 of consumers and businesses believe it is important to support local businesses 7 in 10 feel a sense of optimism around the future of South Australia The top 5 industries believed to contribute to the future growth of SA Food and Wine (77%) Defence (77%) Health, Ageing & Medical Research (72%) Tourism (75%) Small business (71%) SOURCE: McGregor Tan I Choose SA Market Research Survey, July 2018

3 AMBASSADORS The program has established an engaged network of over 180 ambassadors and supporters from businesses and industries across South Australia. The program leverages this network to spread positive messages, success stories and opportunities from our state both nationally and internationally. Through video, photography and marketing activity, ambassadors show the direct impact that choosing SA has on jobs in our state and the benefits it can bring to our state s economy. Ambassadors also highlight how SA s shifting industries are creating new career pathways for South Australians. Brett Charlesworth CEO - Charlesworth Nuts Gemma Vendetta Owner - Gemma Vendetta Cosmetics Sophie Kresevic Owner - The Flower Nook Andrew Cosi Costello South Aussie with Cosi Con Sciacca CEO - Foodland Darren Turner CEO - Minijumbuk Simon Bryant Naomi Murrell Chef Designer, Naomi Murrell Paul Vasileff Flavia Tata Nardini Designer Paolo Sebastien CEO - Fleet Space BUSINESS DIRECTORY 4,985 More than 4,985 businesses have registered their businesses on the I Choose SA Business Directory, an average of over 40 registrations a week. SA business registrations Registration is free at ichoosesa.com.au

4 CAMPAIGN SUCCESS Our involvement in the campaign has assisted with sales conversations with multiple retailers, enabling us to increase our range and bring on new stockists. We have introduced 3 new product lines into independent supermarkets in SA since the campaign launched Cassandra Dinino, Marketing and Communications Consultant, MOO Premium Foods Golden North have seen an increase in sales and have employed more factory staff since the launch of I Choose SA. Our participation in I Choose SA at Coles week in October 2017, resulted in a 700% sales increase, our highest yet. Three new Golden North products have also been approved to be listed in Coles supermarkets. The success of I Choose SA has definitely played a crucial role in this decision by Coles. Ivy Lee, Brand Manager, Golden North After noticing the success of I Choose SA for other brands in 2016, we brought I Choose SA into our stores in We activated over thirty in-store tasting sessions from a range of SA brands as part of I Choose SA Day This activity resulted in great customer engagement across the state, and we also saw a 12% increase in sales compared to the same weekend in This success has prompted BWS to plan regular I Choose SA promotions. Michael Newbold, Local Marketing Coordinator/State Support Specialist SA/NT, BWS As a result of the momentum created by South Australians wanting to support local craft brewers, we have had our beers stocked in 18 BWS stores in South Australia. This has massively increased our sales. Craig Basford & Jason Harris - Directors Big Shed Brewing Co We had the largest spike in the history of FruChoc sales during the most recent I Choose SA at Coles activity (October 2017), making it the most successful campaign we have been part of in a number of years, with sales surpassing those on FruChoc Appreciation Day Phil Sims CEO & co-owner, Robern Menz The I Choose SA and Foodland partnership has been excellent for our business. The Foodland Christmas promotion was a great vehicle for Kytons to promote its new branding and packaging of our Christmas Puddings and mince pies; Kytons featured in the Foodland catalogues and on the digital screens in the Adelaide Railway station. Sharon Sutton, General Manager, Kytons Bakery We strongly believe in supporting local producers and it is a big part of what we do. I Choose SA and Foodland have partnered on a number of promotions including Foodland s South Australian Christmas campaign in December 2017 which resulted in significant sales increases (40%-98% increases) for all brands involved. Con Sciacca, CEO Foodland

5 MEDIA & DIGITAL ENGAGEMENT Media partners include News Corp Australia, Nova 919 and 5AA, APN Outdoor, Network 10 and Adshel. Brand South Australia also produce content for Brand SA News and Brand South Australia social media channels. 49,500+ Subscribers of Brand SA News & I Choose SA 107,550+ Followers on Social Media 1.98M+ Brand SA Digital Media Average impressions per month MEDIA & PR VALUE: August July 2018 ROI $1 spent $5 + in value All Media $8.3M+ Bonus Advertising $1.8M+ TOTAL $10.1M+ INFOGRAPHICS Key facts & statistics are communicated via infographics, available for free download from Brand South Australia

6 I CHOOSE SA FOR INDUSTRY EVENT SERIES As part of the I Choose SA program, Brand South Australia run three I Choose SA for Industry events each month that showcase and offer insights into South Australia s key industries and the opportunities they provide for South Australians. Industry Briefing: The first event in the series, these provide an overview of the industry from the relevant Minister and key industry leaders, setting the scene for the industry in focus. Guests include Brand South Australia members, with tickets also available to the general public for purchase. Approx. event attendance (pax): Back to Boardroom Luncheon: These intimate events offer an exclusive opportunity for high level executives to connect with local industry leaders. Showcasing a successful company or initiative in the sector, these leaders will share current and future plans, educating and inspiring guests around opportunities within industry here in SA. Approx. event attendance (pax): Behind the Scenes: These tours provide high level executives the opportunity to gain deeper insights into each industry sector through behind-the-scenes tours and hands on engagement. Approx. event attendance (pax): Industry Briefing Boardroom Lunch Behind the Scenes SPONSORSHIP There are opportunities to sponsor the I Choose SA for Industry event series. Sponsors will receive acknowledgement, brand exposure, business and networking connections, and more. For more information, please contact Nicola Martin - nicola.martin@brandsouthaustralia.com.au

7 TESTIMONIALS Dr John Greenwood AM Head of the Burns Unit, Royal Adelaide Hospital I m delighted that in supporting my state, South Australia, the general public became more aware of our work on the Burns Unit, creating greater confidence and pride in the world class service we provide and showcasing innovations here that are destined to change global burn care. Jenny Paradiso Managing Director, Suntrix Renewable Energy is a key part of South Australia s future. It has been great to raise awareness amongst business and community. Suntrix has received positive feedback and opportunities directly as a result of I Choose SA for Industry. John Harry CEO, City of Salisbury The City of Salisbury was pleased to be the keynote sponsor of the shipbuilding and defence industries month. The campaign provided the opportunity to profile the exceptional businesses and people which make Salisbury the home of the defence industry in South Australia. The events and supporting media activity provided a fantastic opportunity to showcase industry capability and highlight the advantages of investing in Salisbury. It was definitely a worthwhile investment for our Council. Sharon Wilson Head of Industrial Strategy, BAE Systems Australia SA industry is on the cusp of an exciting and transformative time. The I Choose SA for Industry program is an important initiative to help promote this transformation locally and around the nation. Defence industry is a key part of the economic and technological transformation in SA and I was honoured to be asked to share my story and local experience as a representative of BAE Systems Australia, a company that has called SA home for over 65 years. Event attendee I love hearing about new and emerging industries in South Australia. Anything involving new jobs and opportunities is a huge plus. Event attendee These lunches always provide a more intimate networking experience and the guest speakers are always great. Event attendee Thanks for having us. It s certainly given me some great stories to tell to lift the positive feelings around our awesome state.

8 INDUSTRY SCHEDULE Month Industry Overview November / December 2018 January / February 2019 Craft Industries Trade & Investment Alongside our renowned food and wine, South Australia is home to an impressive collection of local makers, artists, producers, brewers and distillers. These craft industries are creating new and exciting opportunities for South Australia as more locals enter this industry and explore the potential that lies both within SA, and in export markets. South Australia is in a prime position for trade and investment opportunities. With our 24 hour connection to international markets and reputation for premium products and services, our local businesses can tap into this growing demand. March 2019 Creative Industries South Australia s technology infrastructure is fostering our states burgeoning creative industries, with opportunities for careers within visual effects, TV and film production, app development and in the fast-growing VR space. April 2019 Health South Australia s health sector is amongst the best in the world; the application of new advanced technologies, alongside important research programs are creating new career pathways and job opportunities, and a growing potential for health tourism. May / June 2019 July / August 2019 Careers of the Future Agribusiness The future of South Australia rests in the hands of our young people. Embracing innovation and entrepreneurship is key to ensuring our students have the best possible education, with a focus on skilled workers with career opportunities into the future. South Australia is home to a globally renowned premium food bowl, thanks to our pristine environment, stringent biosecurity measures and well-established natural resource management. The agribusiness industry employs one in five South Australians and feeds demand for high quality food and wine exports to more than 100 countries around the world. September 2019 Defence South Australia is the nation s Defence State. With multiple projects underway, the industry is generating job opportunities across major construction projects, associated supply chains, the broader defence sector, and within the fast-growing cyber security space. October 2019 November / December 2019 Energy & Mining Space South Australia has a diverse and resilient mining sector headlined by significant deposits of copper, gold, iron ore, uranium, graphite and mineral sands. South Australia also has world-class renewable energy resources, much of which remain untapped, attracting investors in wind and solar power as well as energy storage. There is an opportunity for South Australia to become the space capital of Australia. The state s industrial transformation from traditional manufacturing processes into innovative, niche products and services puts us in a prime position to achieve this. With this comes job opportunities, and broad impact across industries including defence, agriculture and mining.