mudgee region tourism
CAMPAIGN
STRATEGY | CAMPAIGN CONCEPT | DESIGN | COPY | VIDEO CONTENT | CRM EMAILS
The Mudgee Region in NSW is known for its amazing food and drink experiences but tourists were only staying for weekends. Partnering with DMS, Fred&Co created a mid-week visitation campaign that smashed its set objectives by 182% and boosted the average tourist spend by 85% to $305 per person, creating a $2.3million tourism boom from a $240K investment – all by suggesting to people to ‘Skip town together to the Mudgee Region’ mid-week. Fred&Co teamed up with Destination Store and Leonards Advertising Media to deliver the campaign. Watch the video to see how we did it.
AWARDS
2017 Tourism NSW Gold Winner for Destination Marketing
2017 Tourism Australia Bronze Winner for Destination Marketing
2017 AC&E Finalist Data Analytics & Planning
2017 Mumbrella MSIX Awards finalist for Best Insight
Take a look how we created a $2.3m tourism boom in the the campaign results video.
We created two stories – one of a couple and the other of a group of friends who ‘skipped town together’.
Paid and owned digital channels distributed chapters of each story to engage with the prospect audience.
Weekly reporting gave us the insights to optimise the campaign creative and spend.
We also shared the ‘Let’s kip town together’ story through a fun video and cut-down online video-ads.
campaign
RESULTS
Our data-driven campaign smashed MRT’s visitor objective by 182% delivering over 14,000 incremental visitor nights – almost 3 times more.
Plus we boosted the average tourist spend by 85% to $305 per person, creating a $2.3million tourism boom.
And we increased their fan base by 74% above the objective’s benchmarks.
