Feel New campaign for the Tweed region, developed under Destination NSW’s Feel New brand, targeted travellers from Sydney, Northern NSW and South-East Queensland across TV, out-of-home advertising, YouTube, Facebook, Instagram and a digital partnership with Expedia/Wotif.com. The objective of the campaign was to build fame around the Tweed and position it as an aspirational North Coast destination amongst 25- 45-year-old couples and singles.
Research conducted by Destination NSW showed the campaign was highly successful in meeting its core objectives, with 68 per cent finding the destination more appealing after seeing the campaign, above the industry benchmark of 54 per cent. In addition, 68 per cent of those who saw the campaign went on to take action, including 18 per cent speaking to friends and family about the Tweed, 14 per cent deciding to holiday in the Tweed, and strong uplifts for bookings, extension of itineraries and purchasing of tickets to an event in the region versus those who had not seen the campaign.
A partnership with Expedia/Wotif delivered as a component of the campaign also delivered 380,464 bookings and 1000 incremental passengers.
The campaign delivered over 30 million impressions via digital paid media with over 14.5 million video plays on social media, performing 12.6 times above the benchmark.
The Tweed pages on VisitNSW received 28,100 visits and generated 3,700 leads to operators in the Tweed during the campaign period. This was a 60 per cent increase in traffic during the campaign period compared to the previous period.