Regional Campaign Activity

30 June 2016


Caravan and Camping 2015 - 2016

Campaign Snapshot

NSW Caravan and Camping Industry of Australia (CCIA) and Destination NSW have been working together to develop collaborative marketing programs, aimed at increasing awareness and intention to go caravanning or camping within NSW.

Building on the success of previous campaigns, the 2015/16 campaign continues to encourage touring holidays in NSW by showcasing the range of holiday parks, accommodation options, great locations and facilities available.

Objectives

The core objective of the co-operative campaign is to continue raising awareness and appeal of caravan and camping in NSW as a year round holiday adventure that will deliver leads to CCIA members across regional NSW.

Target Audience

Primary: Couples 35 years+
Secondary: Families with children under the age of 14 years and young adults 18+
Source markets: Sydney, regional NSW, South East Queensland, Victoria, ACT

Creative

The campaign continues to use the ‘step right into your holiday’ positioning. In order to position caravanning and camping as a base for a quality break with the family, friends/couples, creative showcases:

  • The many option/styles available when caravanning and camping to suit all tastes (ie camper vanning, camping, holiday parks etc)
  • The freedom to explore regional NSW including the outdoor, nature and adventure activities

Timing

23 November 2015 – 30 June 2016

Media Channels

100% digital media schedule including Search, Facebook, YouTube, Mi9 (Video and Catch up TV), native advertising and retargeting.

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Central Coast Winter 2016

Campaign Snapshot

Central Coast Tourism (CCT) and Destination NSW worked together to implement the Central Coast Winter consumer marketing campaign, designed to generate incremental overnight visitation to the Central Coast region over the winter 2016 period.

The Central Coast 2016 consumer marketing campaign was an extension of the Central Coast Storm Recovery campaign and related to the 2015 ‘Adventure Getaway’ creative strategy, supported by a 100% digital advertising schedule focusing on high converting digital and online video assets.

To increase conversion opportunities and more accurate reporting on the conversion of leads to bookings, Destination NSW partnered with an affiliate partner, Hotels Combined.

Objectives

  • Generate Winter visitation between June – September 2016 by positioning the Central Coast as the ‘ultimate adventure getaway’ through showcasing the depth of ‘adventure’ offering and promoting targeted adrenaline getaway experiences and accommodation offers
  • Increase average length of stay amongst sport and events attendees by promoting complimentary experiences compelling accommodation offers.

Target Audience

Primary source market: Greater Western Sydney
Secondary source market: Within 4 hours drive from Sydney

Primary audience: Couples and Peer Groups - Adrenaline seekers: adventure junkies, thrill seekers, weekend warriors, fitness freaks. Sports Enthusiasts: soccer fans, rev heads (both water & road).

Creative

The creative platform for this campaign was a refresh of the previous ‘getaway’ creative, emphasising the ‘adventure getaway’ messaging.

Timing

1 May – 30 June 2016

Media Channels

The campaign had a 100% digital advertising schedule with an emphasis on high converting digital media, designed to drive winter visitation between June - September 2016. High converting digital media included; native advertising, paid search (SEM), programmatic media and paid Facebook activity.

A small percentage of the media budget had been allocated towards driving greater awareness and intention to visit by the development and seeding of online video assets across YouTube Trueview and Facebook social media channels.

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Lord Howe Island Winter 2016

Campaign Snapshot

Building upon the success of the 2015 Lord Howe Island Winter Packages campaign and the “Just Paradise” creative positioning, Lord Howe Island Tourism Association (LHITA) and Destination NSW worked together to implement a consumer marketing campaign, designed to drive visitation to LHI throughout the 2016 winter season.

Discount travel packages were developed in conjunction with the participating wholesaler partners of Spacifca, Oxley and QantasLink, available to purchase between May – June 2016.

The approved media plan consisted of top converting digital placements, high awareness video assets and high awareness print placements.

Objectives

  • Drive awareness of key experiences throughout winter to increase appeal, intention to visit, length of stay and expenditure
  • Generate bookings and leads to partner sites across the winter and spring 2016 periods.

Target Audience

Primary source markets: Sydney, ACT, wider Sydney
Secondary source market: Brisbane

Primary audience: Couples (30-65 years), families (with children 7-14 years), soft adventure, experience seekers, highly educated, higher income.

Creative

Destination NSW has worked closely with LHITA in developing the destination positioning of “Just Paradise” and identified the key experiences for Lord Howe Island. The Winter 2016 campaign will continue to use this creative platform, with the “Just Paradise” tagline.

Timing

4 May – 1 June 2016

Media Channels

The campaign consisted of top converting digital placements, high awareness video assets and high awareness print placements.

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Port Stephens Winter 2016

Campaign snapshot

Destination Port Stephens (DPS), are working together to implement a marketing campaign to deliver incremental visitation to the region over the 2016 winter and spring periods.

The strategic approach for the 2016 winter campaign aimed to generate ‘top of mind’ awareness and intent to visit the region, by showcasing the range of experiences available, reinforced with strong packages.

Objectives

  • Assist in generating incremental visitor nights and spend between June and October 2016 from target audience.
  • Increase average length of stay amongst target audiences by promoting complimentary experiences and packages.

Target Audience

Primary audience: Young couples 25-45 years (no kids) and couples 55 years+

Primary source markets: North West and Central West NSW
Secondary source markets: Greater West and South West Sydney

Creative

The creative platform for this campaign used the current ‘Love Port Stephens’ positioning, which was developed by Destination Port Stephens. Three sets of creative were developed to support the campaign’s key experience pillars as a base for a quality short break to the region, including nature, adventure and food and wine

Timing

2 May – 26 June 2016

Media Channels

100% digital media schedule including Search, Facebook, and digital display banners via the Google Display Network, native advertising and retargeting.

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Snowy Mountains Winter 2016

Campaign Snapshot

Destination NSW in partnership with Tourism Snowy Mountains (TSM) agreed to implement a 2016 winter campaign to increase awareness and visitation during the ski season. The campaign aimed to encourage first time and beginner skiers to visit the region for a short break.

Building on the success of the previous two campaigns, the 2016 campaign continues to expand on two core strategic approaches:

  • Encourage trial and repeat visitation via the promotion of tactical offers
  • Develop new markets by exciting audiences about a snow-based holiday

Objectives

  • Increase knowledge and enhance the general public’s perception of the region as having diverse winter experiences
  • Increase total visitation to the region over the snow season

Target Audience

Primary: Families (with children 7-14 years) and couples 24-40 years
Secondary: First timers or beginners.

Creative

The 2016 campaign continues to use the “Go Snowhere Else” creative, with updated and relevant key experience images. The creative positions the Snowy Mountains as a base for a quality break with the family and/or friends, supported by a range of other activities and experiences to do in the region.

These experiences are:

  • Skiing
  • Snow play (on and off slope activity)
  • Socialisation

Timing

27 April – 30 August 2016

Media Channels

Based on previous learnings and to achieve cut-through with the available budget in the key source markets, the 2016 Snowy Mountains winter campaign will be 100% digital media.

Digital channels include prospecting and retargeting DBM display, DBM private deals, Facebook, Trueview, SEM and native advertising. 

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South Coast Unspoilt 2016

Campaign Snapshot

Destination NSW in partnership with South Coast Regional Tourism Organisation (South Coast RTO) continued to implement stage 4 of the successful ‘Unspoilt’ South Coast destination appeal campaign to increase appeal and visitation during both winter and spring. Building on the success of the previous years, the 2016 campaign continues to expand on two core strategic approaches:

  • A baseline of continuous digital media
  • Two bursts of high impact media

Objectives

  • Increase leads to industry by targeting digital activity to relevant niche interest groups and and online travel agent campaign
  • Develop new audiences via high impact media placements

Target Audience

Primary: Adults 30-65 years, residing in Sydney and ACT
Secondary: Families in Sydney, Southern NSW and Victoria.

Creative

The 2016 campaign continues to use the “Unspoilt” creative, with updated and relevant key experience images. The creative positions the South Coast as a base for a short break amidst spectacular natural environments.

Timing

27 April – 30 November 2016

Media Channels

Based on previous learnings and to achieve cut-through with the available budget in the key source markets, the 2016 South Coast campaign will be predominantly digital with bursts of high impact transit (bus) advertising. A tactical campaign with Stayz will drive accommodation bookings across winter and spring.

Digital channels include prospecting and retargeting DBM display, DBM private deals, Facebook, Trueview, SEM and native advertising.

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Tamworth Capital of Country Autumn / Winter 2016

Campaign Snapshot

The Tamworth Capital of Country campaign was one of the first major campaigns, promoting the area as a holiday destination. Leveraging Tamworth’s existing recognition as the country music capital, the campaign aimed to increase the appeal of Tamworth as a base for a quality short break outside of its Country Music Festival.

Launching with the new ‘Tamworth Capital of Country’ proposition, the strategic approach aimed to promote Tamworth as the hub or ‘capital’ to experience what Tamworth and its surrounding areas has to offer.

Objectives

  • Increase the number of Tamworth region overnight visitors, length of stay and expenditure for the Autumn and Winter seasons.
  • Drive bookings to industry by providing leads through visitnsw.com
  • Launch Tamworth’s proposition as ‘Tamworth Capital of Country’

Target Audience

Primary: Couples 35 years+, residing in Metro Sydney, Brisbane, South East Queensland
Secondary: Families with children (aged 7-14 years), residing in regional NSW, ACT

Creative

Launching with the new creative proposition ‘Tamworth Capital of Country’, five sets of creative were executed to highlight the key experiences for the region including: Country music, adventure, food and wine, families, rodeo and equine and scenic drives.

Timing

 25 February – 4 June 2016

Media Channels

100% digital advertising schedule including Facebook (page post link ads posts and video), Search, YouTube video (Trueview), Retargeting (DBM), digital display within the Google Display Network and FairFax.

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Regional Always On FY15/16

Campaign Snapshot

The Regional Always On campaign markets destinations and experiences across regional NSW. The content includes 9 regions, 58 areas, 266 towns and 7 key holiday experiences including accommodation, attractions, events, food and drink, hire, tours and restaurants. The Regional Always On campaign is a part of Destination NSW’s whole-of-state Always On program made up of 4 key pillars (regional, Sydney, events and international). The program delivers over 80% of Destination NSW website visits and leads per annum.

Objectives

  • Drive consumer traffic (visits) to visitnsw.com
  • Deliver leads to partner websites from visitnsw.com

Target Audience

Target audience: Couples and families
Target markets: Sydney, regional NSW, South East Queensland, ACT, Victoria

Creative

The overarching message for regional NSW is ‘See what regional NSW has to offer,’ with tailored messages for each region and key experience.

Timing

1 July 2015 – 30 June 2016

Media Channels

The Always On media strategy has two key objectives, to inspire audiences to consider regional NSW as a holiday destination and to capture and acquire audience interest in regional NSW to retarget. Budget is invested monthly in high-performing digital channels that drive consumer traffic (visits), on-site engagement and leads to partner websites.

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