Marketing campaigns to drive visitation to NSW border regions have been brought to life through the Feel New Co-operative Marketing Program.
The campaigns provided four regions that had been hardest hit by state border closures - The Murray, Sapphire Coast, The Tweed and Broken Hill - with bespoke marketing support aligned to the Feel New brand.
Feel New in Broken Hill
Destination NSW, in consultation with Broken Hill City Council and Destination Country and Outback NSW, delivered a successful Feel New campaign for the region.
The campaign targeted travellers from Sydney, regional NSW, Victoria, South Australia and the ACT across YouTube, Facebook and Instagram, plus print and digital advertising in News Corp’s Escape section. The objective of the campaign was to increase appeal and consideration of Broken Hill among travellers over 45 years old by showcasing Broken Hill as a destination to experience a unique blend of art, culture and stunning desert landscapes.
Campaign tracking research conducted by Destination NSW showed the campaign was highly successful in meeting its core objectives, with both appeal (45 per cent) and consideration of a trip to Broken Hill (31 per cent) increasing significantly among people who saw the campaign, versus those who had not.
In addition, 57 per cent of those who saw the campaign went on to take action, including 15 per cent visiting a website for further information, 11 per cent speaking to family or friends about booking a trip, nine per cent deciding to go on a holiday or short break to Broken Hill, 8 per cent expanding their itinerary to additional locations in the Broken Hill area and eight per cent booking a new trip to Broken Hill during the campaign period.
The campaign delivered more than 11 million impressions via social media and digital video with more than 2.9 million completed views on YouTube.
The Broken Hill pages on VisitNSW.com received 34,000 visits and generated 3400 leads to operators in Broken Hill during the campaign period. This was a 162 per cent increase in traffic during the campaign period compared to the previous period.
View the campaign below:
Feel New in The Murray
Destination NSW, in consultation with Destination Riverina Murray and Murray Regional Tourism, delivered a Feel New campaign to attract new visitors to the region.
Developed under Destination NSW’s Feel New brand in response to 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 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.
View the campaign below:
Feel New on the Sapphire Coast
Destination NSW, in consultation with Sapphire Coast Destination Marketing, delivered a Feel New marketing campaign for the Sapphire Coast.
The Sapphire Coast campaign targeted travellers from Sydney, Southern NSW and the ACT across YouTube, Facebook, Instagram and digital advertising in News Corp’s Escape magazine. The objective of the campaign was to increase appeal and consideration of the Sapphire Coast among 25 to 44-year-olds by encouraging the audience to travel to the region to experience natural beauty without the crowds.
Research conducted by Destination NSW into the effectiveness of the campaign, showed it was highly successful in meeting its core objectives, with both appeal (40 per cent) and consideration of a trip to the Sapphire Coast (38 per cent) increasing significantly with people who saw the campaign, versus those who had not.
In addition, 74 per cent of those who saw the campaign went on to take action, including 18 per cent visiting a website about the Sapphire Coast for further information; 17 per cent deciding to expand their itinerary with additional Sapphire Coast locations; 13 per cent speaking to family and or friends about going to the Sapphire Coast for a holiday or short break; 12 per cent extending their length of stay by a night or more; and eight per cent booking a new trip to the Sapphire Coast during the campaign period.
The campaign delivered over 12.9 million impressions via paid media with over 4.5 million completed views on YouTube.
The Sapphire Coast pages on VisitNSW received 46,300 visits and generated 7600 leads to operators in Sapphire Coast during the campaign period. This was a 36.5 per cent increase in traffic during the campaign period compared to the previous period.
Destination NSW, in consultation with Sapphire Coast Destination Marketing, delivered a successful Feel New marketing campaign for the region.
Watch the campaign below:
Feel New in The Tweed
Destination NSW, in consultation with The Tweed Tourism Co., delivered a Feel New campaign for the Tweed region in October-November 2022.
The campaign, 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.
Campaign tracking 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.
Watch the campaign below:
