Have a Little Adventure

Tourism Central Coast

Challenge 

Funny thing, we all know about the Central Coast, but as it turns out no-one really knows what or where it is and what it’s all about. And if you did happen to think about the Central Coast, chances were you didn’t have anything very positive to say. That’s what we discovered after extensive consumer research.

“It’s a bit dated and daggy like someone’s older dad that still wears a Hawaiian shirt”

“Central Coast is the bogan capital of Australia there are more bogan’s per square kilometre than anywhere else in Australia”

Solution

We were asked to drive visitation. Our strategy was to not compete with the big budget annual trip, but to increase occasion usage with Sydney-siders, the segment with the most access and reason. The perfect short stay escape from the Sydney rat race. But first we needed to create a brand. Our idea needed to inspire you to get off your active-wear covered butt and stop bingeing on Netflix whilst chowing down on whatever Deliveroo had brought to your doorstep and instead get out and live.

The perfect positioning was revealed to us through real-time multi-variant testing to get direct feedback from our target on what would actually motivate them to get in their cars and head North. They wanted Adventure. But not with a capital A. We identified that all tourism campaigns promise the best experience ever. But what if we were different? We embraced our lack of the Opera House, towering mountains and Great Ocean Road. To be memorable (and believable), we needed to be realistic about our offering. Whilst the adventures you can have on the Central Coast are amazing, and you’ll love every second, and there are plenty adventures to be had, they’re not massive. Because when you come to the Central Coast you come to...Have a Little Adventure.

A fresh website was created as the functional focus of the brand — a place to help surface all the cool little adventures on offer. An important feature of the site are the itineraries. To heighten utility for travel intenders and therefore conversion, a cornerstone of the content are carefully curated 1-7 day journeys, strategically highlighting new and exciting adventures that will appeal to our target.

Results

Despite all the challenges stacked against us, we more than met our objectives. By changing perception of the region, we increased desirability of the region’s brand. This led to both improved intention to travel but more importantly, actual visitation. We increased tourism on the Coast to deliver the highest tourist spend on record – $1,019,000,000 (YE March 2019).
 
From June 2017 to March 2019, we delivered significant behavioural change with 943,000 additional daytrip and overnight visitors (+19.5%) getting off their couches and going to the Coast. They stayed an additional 471,000 nights (+9.8%). And generated a huge business impact – an extra $186,000,000 in tourism spend (+22.3%) for the region. For context, this increase in tourism spend was 234x higher than our direct competitor during the same period.

Recent Work

Recent Awards

  • WARC 100 2019

    • #1 Digital / Specialist Agency
    • Third Year Running
    • Australia
    • The WARC 100 is a benchmark for commercial creativity. Proving rankings of the year's best campaigns, agencies and brands.
  • Australian Effie Awards 2019

    • Travel, Leisure and Media
    • Bronze
    • The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness
  • Australian Effie Awards 2019

    • Return on Investment
    • Finalist
    • The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness
  • Australian Effie Awards 2019

    • Use of Data
    • Finalist
    • The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness
  • Australian Effie Awards 2019

    • Insight and Strategic Thinking
    • Finalist
    • The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness
  • Australian Effie Awards 2019

    • Most Original Thinking
    • Finalist
    • The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness
  • MFA Awards 2019

    • Brand Impact
    • Finalist (announced 17.10.19)
    • The most prestigious awards in the Australian media advertising industry
  • MFA Awards 2019

    • Data & Analytics
    • Finalist (announced 17.10.19)
    • The most prestigious awards in the Australian media advertising industry
  • Mumbrella Awards 2019

    • Specialist Agency of the Year
    • Finalist
    • The Mumbrella Awards celebrate the best, bravest and most innovative creative work across the Australian media and marketing industries.
  • WARC 100 2018

    • #1 Digital / Specialist Agency Second Year Running
    • Australia & Asia Pacific
    • The WARC 100 is a benchmark for commercial creativity. Proving rankings of the year's best campaigns, agencies and brands.
  • GLOBAL EFFIE INDEX 2018

    • AUSTRALIA'S MOST EFFECTIVE
    • Independent Agency
    • The Effie Index identifies and ranks the most effective agencies, marketers and brands. It is the most comprehensive global ranking of marketing effectiveness.
  • IPA Effectiveness Awards 2018

    • Presidents Prize
    • Most effective use of tech & data
    • The UK-based IPA is widely recognised as the most rigorous effectiveness awards in the world
  • IPA Effectiveness Awards 2018

    • Silver
    • The UK-based IPA is widely recognised as the most rigorous effectiveness awards in the world
  • APAC Effies 2017

    • Silver
    • Programmatic
    • Region’s most outstanding marketing communication works that have proven results in meeting strategic objectives
  • AMY Awards

    • Best Digitally Led Campaign
    • Winner
    • The Amy Awards are the most prestigious digital industry awards in Australia. Now in its 23rd year, the AMY's celebrate our industry and reward the best and most brilliant work – and people – from it.
  • APAC Effies 2017

    • Bronze
    • Healthcare
    • Region’s most outstanding marketing communication works that have proven results in meeting strategic objectives
  • APAC Effies 2017

    • Finalist
    • Seasonal Marketing
    • Region’s most outstanding marketing communication works that have proven results in meeting strategic objectives
  • APAC Effies 2017

    • Finalist
    • Small Budget
    • Region’s most outstanding marketing communication works that have proven results in meeting strategic objectives
  • Mumbrella Awards 2017

    • Media Campaign of the Year
    • Winner
    • The Mumbrella Awards celebrate the best, bravest and most innovative creative work across the Australian media and marketing industries.
  • Mumbrella Awards 2017

    • Full Service Agency of the Year
    • Finalist
    • The Mumbrella Awards celebrate the best, bravest and most innovative creative work across the Australian media and marketing industries.
  • Mumbrella Awards 2017

    • Independent Agency of the Year
    • Finalist
    • The Mumbrella Awards celebrate the best, bravest and most innovative creative work across the Australian media and marketing industries.
  • Mumbrella Awards 2017

    • Best Use of Real-Time Marketing
    • Finalist
    • The Mumbrella Awards celebrate the best, bravest and most innovative creative work across the Australian media and marketing industries.
  • Mumbrella Awards 2017

    • Mumbrella Award for Insight
    • Finalist
    • The Mumbrella Awards celebrate the best, bravest and most innovative creative work across the Australian media and marketing industries.
  • GLOBAL EFFIE INDEX 2017

    • Australia's Most Effective
    • Independent Agency
    • The Effie Index identifies and ranks the most effective agencies, marketers and brands. It is the most comprehensive global ranking of marketing effectiveness.
  • WARC 100 2017

    • #1 Digital / Specialist Agency
    • Australia & Asia Pacific
    • The WARC 100 is a benchmark for commercial creativity. Proving rankings of the year's best campaigns, agencies and brands.

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