port macquarie
CAMPAIGN
STRATEGY | CAMPAIGN CONCEPT | DESIGN | COPY | VIDEOS | CONTENT PLAN | CRM EMAILS
Most destinations along Australia’s east coast focus on their attributes, i.e. sublime beaches, forests, lakes, rivers, culture, and friendly people. We crafted a dynamic campaign that differentiated Port Macquarie from its neighbours to stimulate bookings during its low seasons (winter and spring in Australia). Our results pumped $1.8M into the region’s economy with a 21% increase in short stay breaks. Watch how we did it on our Case Study video below.
AWARDS
WINNER 2024 Ad Campaign of the Year Mumbrella Travel Marketing Awards – Where Time Does Wonders
WINNER 2024 Breakthrough Destination of the Year Mumbrella Travel Marketing Awards – Where Time Does Wonders
FINALIST 2024 Best Communication Strategy Tourism – City Nation Place Awards, London
Watch the Case Study video below.
campaign
RESULTS
Two massive economic shifts from the campaign were:
- A 21% increase YoY on short break stays.
- An injection of $1,817,481 into the economy. (Using data from Tourism Research Australia based on 3,139 direct to bookings x $193 average spend per night).
The campaign delivered:
- 8 million impressions (in 10 weeks).
- 1 million video views.
- 900K organic social media reach 100% increase in website clicks 3,139 bookings (21% YOY growth).
- 16,969 click-throughs to operators’ and businesses’ websites 0.79% CTR – setting the stage for even more success.
- 63, 900 ad clicks.
- 91, 770 campaign microsite users 22.07% increase in YOY organic search 223,787 website views (in 10 weeks).
- 52% CTR increase in Meta Ads (compared to Meta Ad Travel Benchmarks) 87% CPC slashed of Meta Ad costs (compared to Meta Ad Travel Benchmarks).
- 108% CPC savings on Google Search Ads (compared to Google Travel Benchmarks) Social media growth compared to the same period in 2023.
- 5% increase in reach 993% increase in video views.
- 134% increase in engagement.
- 50% increase in lnstagram engagement
- 42% email opening rate and CTR of 5.9% up from 38% and CTR of 2.3% in 2023. The travel industry benchmark is a 15.7% opening rate and 1.6% CTR
- 18% increase in sign up for the newsletter database.
- Previous meta campaigns: CTR 1.05% & CPM $13.37. Our campaign achieved a CTR 3.75% & CPM $4.86 – that’s a massive 112% improvement in CTR and 93% CPM saving!
In just 10 weeks, we delivered break-through campaign and regional economic results with constrained budgets.
