Not even COVID lockdowns dampened the journey wishes of home-bound residents from participating with the newly branded Barrington Coast area with the marketing campaign profitable Silver for Tourism Advertising and Campaigns on the 2021 NSW Tourism Awards.

Launching with zero model consciousness into the Hunter and Sydney metro markets, the visitation model marketing campaign was created from a collaborative partnership, between Vacation spot Advertising Retailer (DMS), Fred&Co digital Promoting and media company Leonards Promoting.

DMS’ vacation spot administration plan, model technique and model positioning for Barrington Coast set the muse for the marketing campaign.

The model is positioned on the “Blaze your personal path” platform – and has the model character traits of being free spirited, brave, grounded and never taking life too severely.

“The marketing campaign captured the model essence of ‘Blazing your personal path’ and advised the viewers give themselves permission to interrupt their routine by doing no matter it takes to get pleasure from your self,” mentioned director at DMs, Charlotte Prouse.

David Lucas, inventive director and founding father of Fred&Co, added “When most locations are main their hero messages with ‘Discover’, ‘Uncover’ and ‘Expertise’, we created the marketing campaign to be sincere and unapologetic in its realness, so the vacation spot stood out.

“We had been saying, ‘Simply do no matter it takes to really feel recharged and simply be you – Who cares what anybody thinks about what you love to do on a vacation? If that’s consuming three dozen oysters for lunch – do it.’ It was this honesty that resonated with the viewers to offer us excellent on-line engagement.”

The marketing campaign solely focussed on a feminine viewers, with out the worry of alienating males in its promoting communications – a primary for a NSW area.

The marketing campaign additionally launched with OOH roadside billboards for consciousness, supported by an built-in digital mixture of show, search, social and native adverts which put the marketing campaign in entrance of girls within the Hunter and Sydney areas.

“Even with the lockdowns coming into impact in the course of the marketing campaign, there was a big soar in engagement ranges,” mentioned CEO of Leonards Promoting, Kate Faithorn.

“Contemplating we had been ranging from zero consciousness of the Barrington Coast vacation spot model, the marketing campaign’s social engagement, web site visitors and enquiries beat all our expectations.”

The Barrington Coast’s first-ever marketing campaign over the four-month interval achieved robust outcomes, together with a 12.5 per cent net visitors improve, smashing the Google Paid search goal by 44 per cent, and rising the customer e-news database by 208 per cent to advertise the pre-travel expertise and enhance vacation spot bookings.

Marketing campaign Credit

Consumer: MidCoast Council

Model Technique : Vacation spot Advertising Retailer

Inventive : Fred&Co Digital Promoting

Media : Leonards Promoting