Image: Destination Riverland
South Australia’s renowned Riverland Wine Region is reaching new heights, thanks to a major promotional campaign with Qantas that is set to engage millions of travellers across the globe.
Back-to-back editions of the airline’s in-flight magazine are shining a spotlight on the Riverland, positioning it as a must-taste and must-visit destination for domestic and international visitors. With a monthly readership of up to 2.4 million passengers, the campaign offers an extraordinary opportunity to showcase the region’s premium wines, landscapes and heritage.
The promotion highlights the Riverland’s defining features, big skies, bold ideas and the mighty Murray River, introducing readers to one of Australia’s most significant wine-producing regions. A full-page pictorial advertisement in the latest issue showcases the iconic waterway and anchors the region’s story as a distinctive Australian wine destination, with further exposure set to continue in the May edition.
The campaign carries the BrandSA mark, reinforcing South Australia’s premium reputation on the world stage. It is the result of a strategic partnership between Riverland Wine and Destination Riverland, supported by nearly $25,000 in funding from Project 250, an industry initiative delivered by the South Australian Wine Industry Association and the State Government.
“The Riverland is a vibrant region with a rich history of agricultural, horticultural and viticultural innovation, centred around one of Australia’s most important waterways,” shared South Australian Minister for Primary Industries and Regional Development Clare Scriven. “This new promotional campaign will help lift the profile of one of South Australia’s most significant wine regions.”
Riverland Wine Chair Brigid Nolan said, “The Riverland has always been one of Australia’s most important wine-producing regions. By placing our story in front of a national and international audience, we’re actively working to strengthen our regional brand, support visitation, and open pathways into new markets.”
“People may first know us for the Murray River, but what they discover here is a dynamic wine community grounded in family, innovation and a deep connection to the land,” added Destination Riverland General Manager Lauren Ward. “This partnership allows us to tell a more complete story to a national and international audience, one where visitors can meet the winemaker, taste at the source and experience the landscapes that shape every glass.”
With global exposure now underway, the Riverland is set to inspire travellers to explore one of South Australia’s most celebrated wine destinations.
