06 December 2011

Advantage SA has played and continues to play an integral role in the positive promotion of South Australia. For over 25 years Advantage SA has worked tirelessly to ensure the advantages of living, working and doing business in this state are clearly communicated.

Advantage SA included goldfish as part of an invitation to come to Adelaide and 'test the water'; to be the big fish in a small pond. Because SA is a small market it often gets bypassed when national brands are planning their media spend. The program aims to highlight the value of South Australia’s marketplace to interstate media buyers.

On behalf of Advantage SA, I would like to personally apologise for any offence caused by the arrival of the fish. It was certainly not our intention to either harm or cause any distress to the fish or those receiving the invitation.

All fish were healthy when they arrived at their destination. We worked closely with interstate fish suppliers in close proximity to each of the offices to which they were delivered. Each fish was carefully hand-delivered and was housed in a large, sterilised bowl with fresh water. The fish were fed before they were delivered, and each arrived with enough food to last six months.

Advantage SA is in the process of contacting all recipients to check on the fish, and to find good homes for any that are not wanted.

Advantage SA will be making a contribution to both the Animal Welfare League and the RSPCA. 

Yours sincerely,

Karen Raffen,
CEO Advantage SA