Effies
Australia
From the couch to the Coast: Shifting perception for unprecedented ROI
Agency
AFFINITY
Client
Tourism Central Coast
Awards
Bronze
Travel, Leisure & Media
Case Study
Summary
The Central Coast, NSW. If you lived in Sydney in 2017 chances are you had nothing good to say about it. We developed a broad marketing initiative that transformed the Central Coast from Central Bogan to “Tourism Boom” in just six months. How did we change perceptions so dramatically? Using digital media as an innovative research tool, we created our own 1st party data and empirically tested positionings. Data-driven insights underpinned a campaign that generated $46M in additional tourism. This paper shows how using data in new ways delivered the Coast’s highest-ever tourism numbers and a whopping ROI of 53:1.
Case study
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Credits
| Author/CEO | Luke Brown | ||||||||
| Author/Chief Strategy Officer | Angela Smith | ||||||||
| Creative Director | Leo Bajzert | ||||||||
| Head of Design | Jenna Duncan | ||||||||
| Head of Research | Laurette Douglas | ||||||||
| Senior Art Director | Melba Gounas | ||||||||
| Group Media Director | Lisa Christie | ||||||||
| Performance Media Director | Martin Ciarocca | ||||||||
| Head of Delivery | James Page | ||||||||
| PR Manager | Claire Mountaine | Scout PR | |||||||
| Director, Industry Services and Partnerships | Russell Mills | Tourism Central Coast | |||||||
| Director, Connected Communities | Julie Vaughn | Central Coast Council | |||||||
| Unit Manager, Community Engagement | Sue Ledingham | Central Coast Council | |||||||
| Section Manager, Communication | Teresa Walters | Central Coast Council | |||||||
| Marketing Officer, Marketing and Tourism | Myra Pettinger | Central Coast Council |