Integrated Tourism Campaign – Northern Rivers NSW
NSW Premier & Cabinet actioned a ‘Northern Rivers Business Recovery Program’ to support the region in recovering from the floods. The campaign funding was to promote the Northern Rivers as ‘back and open for business’ and complement activity undertaken by Destination NSW to attract visitors again.
The Northern Rivers covers a vast geo-footprint made up of seven LTOs and does not have a central tourism organisation. Due to our in-depth knowledge of the region, airline partner relationships and integrated campaign experience, we were asked to deliver a creative and media campaign to bring the Northern Rivers NSW destination to life.
The Northern Rivers covers a vast geo-footprint made up of seven LTOs and does not have a central tourism organisation. Due to our in-depth knowledge of the region, airline partner relationships and integrated campaign experience, we were asked to deliver a creative and media campaign to bring the Northern Rivers NSW destination to life.
Industry
Tourism
Approach
Our objective was to drive economic recovery, by targeting Sydney and Melbourne visitors.
We developed a campaign to engage our target markets during the inspiration and planning phase of the customer journey, through dynamic content that broke benchmarks.
Results
Campaign video activity resulted in a completion rate of 86%, well above benchmarks across premium video sources. Instream TV achieved a completion rate of 99%. YouTube exceeded anticipated view targets by 100%, with strong interest and engagement in the creative.
Next Project.
Event Activation | Ballina Byron Airport & Bluesfest
Ballina Byron Gateway Airport has been the Official Airport Sponsor of Australia’s largest blues and roots festival – Bluesfest Byron Bay since 2018.
