Queensland is the next frontier to be tackled by the South Australian Tourism Commission's successful Secrets domestic marketing campaign.

Tourism Minister Joan Hall says Secrets continues to gain momentum through a three pronged approach - expansion into South East Queensland, a further two magazines, and a new intra-state regional Secrets campaign , using billboards and taxis, all planned for the 2000/2001 financial year.

"Tracking research conducted by AC Nielsen shows that 40,000 Sydney and Melbourne residents travelled to South Australia in 1999/2000, as a direct result of the Secrets campaign - generating expenditure worth $21 million for the State's economy," Ms Hall says.

"In 2000/2001 we're looking to improve on this already extraordinarily successful result and to expand into new markets."

Two new Secrets magazines will be released during 2000/2001, with the first focussing on South Australia's lifestyle (food, wine, arts, culture, and heritage - due for release in October 2000), and the second on our natural advantages (caravanning, camping, bushwalking, and 4WD and two-wheel touring - due for release in March 2001).

Launched in September 1998, the Secrets campaign was designed to raise awareness of South Australia as a holiday destination for Victoria and New South Wales and highlight some of the many reasons to visit.

Both publications of nearly 100 pages each, will be distributed to 600,000 households in Sydney, Melbourne, Western Victoria, and South-East Queensland (including the Gold Coast, Brisbane and Toowoomba).

Ms Hall says increasing the yield from existing interstate markets and encouraging locals to holiday at home are also important priorities.

"South Australians take more than 3.5 million trips within their own State every year, and we're looking to see this figure further grow," Ms Hall says.

"The key to this will be a more tactical advertising approach, and over the coming year we'll be using media such as billboards and taxis to sell our State's secrets to the rest of the country."