Feel New in the Murray
Destination NSW, in consultation with Destination Riverina Murray and Murray Regional Tourism, recently delivered a campaign to attract new visitors to the region.
Developed under Destination NSW’s Feel New brand in response to recent floods and border closures, the campaign targeted younger travellers from Melbourne, regional Victoria, the ACT and southern NSW. It reached more than 31 million people via out-of-home advertising, social media, digital video and Spotify, with more than three million completed views on YouTube.
The Murray pages on VisitNSW.com received 65,000 visits and generated 11,000 leads to operators in the Murray during the campaign period. This is a 56 per cent increase in traffic during the campaign period compared to the previous period.
Campaign tracking research conducted by Destination NSW’s research agency Fifty Five 5 showed the campaign was highly successful in meeting its core objectives, with both appeal (63 per cent) and consideration of a trip to the Murray (58 per cent) increasing significantly with people who saw the campaign, versus those who had not.
In addition, 63 per cent of those who saw the campaign went on to take action, including 17 per cent visiting a website for further information, 16 per cent speaking to family or friends about booking a trip, 13 per cent deciding to go on a holiday or short break to the Murray, 11 per cent expanding their itinerary to additional locations in the Murray and six per cent booking a trip to the Murray during the campaign period.