If taxpayers are ever taken for a ride with fanciful or overambitious, indulgent tourism promotion, we have a right to ask uncomfortable questions, writes Mike Smithson.

Tourism marketing is a tricky, expensive and competitive beast which always comes under intense public scrutiny, which it should.

So, when the state’s latest showpiece Simple Pleasures campaign was launched at the Art Gallery this week I, for one, had plenty of questions for the chief of SA Tourism.

By design the campaign moves away from traditional marketing that relies on one theme and a “single hero TV commercial”, which in this case was just as well.

Tourism Minister Zoe Bettison described her department’s $9.7 million dollar spend as a defining moment for the state.

It coincides with today’s influx of Gather Round footy fans from across the nation who may also be cashed up to spend recreational time away from various bruising AFL encounters.

The Premier then expanded that notion saying our “simple pleasures” is an invitation for the world to enjoy.

SA Tourism Commission CEO Emma Terry walked the captive audience through the creative approach taken to tell South Australia’s story.

The slick presentation and first viewing of three television commercials revealed the first signs of questions that needed to be asked.

Terry seemed mildly stunned that she was in the spotlight rather........

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