STRATEGY | CAMPAIGN CONCEPT | DESIGN | COPY | VIDEOS | CONTENT PLAN | CRM EMAILS
Barrington Coast in NSW had rebranded and needed to launch itself into the minds and on the bucket lists of its target audiences and encourage more visitors to the region. When most destinations are leading their hero messages with ‘Explore’, ‘Discover’ and ‘Experience’ – it was time to shake things up to really connect with an audience. We suggested to short-breakers – ‘who cares what they do just do whatever it takes to enjoy their holiday’.
A campaign content video helped drive up social engagement telling our ‘whatever story’.
From our hero brand story, we created a series of personalised chapters that showcased destination experiences. Each story was told across OOH and digital channels targeting audiences based on the brand’s personas.
Each ‘experience’ chapter was targeted to our audience segments and tested for its effectiveness to optimise media spend and ROI.
A campaign microsite promoted experiences, special offers and travel planning guides via its blog.
A visitor experiences blog was curated to mirror our stories which helped boost SEO, trip planning and destination awareness.
Our ‘Whatever it takes’ stories (especially the cheeky ones) became conversations in BC’s socials boosting website traffic and engagement rates.
We grew the visitor database with online sign-ups and kicked-off a series of ‘Curiosity‘ emails of experiences, offers and special events which will continue after the paid campaign to drive visitation.
Even with Covid lockdowns and starting from zero awareness of the Barrington Coast destination, the campaign’s social engagement, website traffic and enquiries have beaten all our expectations.
Over the 4 month campaign we generated:
- 20,000 unique visitors to the website per month
- 6000 signups to the e-news emails
- 5% increase in social engagement
- 8 average night stay (up from 3.6 nights)
- increase in average trip spend (yield) to $160 ave spend per person (up from $129)
- Digital CTR up to 11.05% – a significant leap above industry benchmarks