Effies
Australia
Building a Big Billion Dollar Tourism Brand Through “Little Adventures”
Agency
AFFINITY
Client
Tourism Central Coast
Awards
Bronze
Travel, Leisure & Media
Bronze
Use of Data
Summary
The Central Coast, NSW, is blessed with glorious beaches and tons to do. An hour from Sydney, it should’ve been the perfect tourist destination. Yet the Coast saw steady declines in tourism over four years as other local areas boomed. Why? The Coast suffered from deeply ingrained negative perception.
Using a unique behavioural analysis methodology, we developed a brand positioning that transformed perception and in turn increased tourism by $283 million, growing market share to record levels.
Case study
Case studies are free for ACA members and Round Two Effie Judges. Email hello@adcouncil.org.au for your discount code. All Educational Institutions wishing to access case studies are required to contact awards@adcouncil.org.au
Credits
| Author / CEO | Luke Brown | ||||||||
| Author / Chief Strategy Officer | Angela Smith | ||||||||
| Head of Research | Laurette Douglas | ||||||||
| Director, Industry Services & Partnerships | Russell Mills | Tourism Central Coast | |||||||
| Manager, Tourism Industry Services & Partnerships | Michelle Silberman | Tourism Central Coast | |||||||
| Director, Connected Communities | Julie Vaughan | Central Coast Tourism | |||||||
| Unit Manager, Community Engagement | Sue Ledingham | Central Coast Council | |||||||
| Section Manager, Community Engagement | Teresa Walters | Central Coast Council | |||||||
| Marketing Officer | Myra Pettinger | Central Coast Council |
Category Sponsors
Use of Data
