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 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.
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.