The South Australian Tourism Commission [SATC] wanted to raise questions in the minds of their target groups and to reveal the various hidden gems throughout South Australia - to South Australians and all Australians alike – in order to challenge their perceptions about the State. 

This was done by using the most engaging and captivating user generated content that had previously been used on the South Australian Tourism Commission’s social media accounts, but under an unknown brand. The SATC's @tell_us_where campaign was a three-phase social, digital and OOH communication strategy that enticed people to guess where the images were taken after showing stunning imagery in new ways.