mudgee region


We teamed up with the Destination Marketing Store and created a $2.3m tourism boom from a mere $240K investment


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

The challenge

The Mudgee Region in NSW is known for its amazing food and drink experiences but tourists were only staying for a couple of days.


Mudgee Region Tourism (MRT) wanted to grow its short-break stays by 5,000 incremental nights to drive more $ into its regional economy plus grow its fan base.



Creative solution

We created a direct response strategy by data profiling who was most likely to stay extra nights.


Our integrated online campaign of 'Let's Skip Town Together' encouraged city-folk to take Mudgee Region short-breaks using great accommodation, food and drink offers.


The campaign was optimised using live weekly and daily response data.



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.

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