Integrated Tourism Campaign – Northern Rivers NSW
NSW Premier & Cabinet established the Northern Rivers Business Recovery Program to support regional economic recovery following widespread flooding. The campaign brief was to promote the Northern Rivers as back and open for business, encouraging visitors to return and complementing Destination NSW’s activity.
The region spans seven local tourism organisations and has no central tourism body. Town Creative was asked to develop an integrated campaign that could bring these areas together as one destination, drawing on our regional knowledge, airline partnerships and tourism campaign experience.
The region spans seven local tourism organisations and has no central tourism body. Town Creative was asked to develop an integrated campaign that could bring these areas together as one destination, drawing on our regional knowledge, airline partnerships and tourism campaign experience.
Industry
Tourism
Approach
We developed one integrated campaign that presented the Northern Rivers as a single destination, targeting Sydney and Melbourne visitors during the inspiration and planning stages of travel.
Dynamic video content showed the region was open and ready to visit, helping rebuild interest and support regional economic recovery.
Results
Campaign video achieved an 86% completion rate across premium placements, well above benchmark. In-stream TV reached a 99% completion rate, while YouTube views exceeded target by 100%.
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.
