Tourism Central Coast said its winter ‘Have a Little Adventure’ tourism campaign had started to shift perceptions about the Central Coast as a tourism destination.
The campaign targets Sydneysiders who are actively planning a holiday.
Tourism Central Coast said the campaign had generated more than 1,119,602 views of the digital and television advertising since starting in August.
The ads lead viewers to the new visitcentralcoast.com.au website.
There they find “stunning imagery videos, itineraries, news, events and holiday offers” from more than 800 businesses and 38 tourism businesses who had invested as campaign partners.
Billboard advertising was also included on the M1 Pacific Motorway.
Tourism Central Coast said it was money well spent.
“Tourism Central Coast were able to raise $238,000 from the local tourism industry to develop a campaign with over $500,000 of media exposure,” the organisation told the Lakes Mail.
The campaign was conceived and executed by the digital agency Affinity.
The banner and native ad campaign has delivered over 14,796,156 impressions, bringing in large volumes of traffic and significantly increasing leads for tourism businesses featured in the campaign, Tourism Central Coast’s director of industry services and partnerships, Russell Mills, said.
“We’ve been delighted with the response to date,” he said.
“Central Coast Council has shown vision to invest in a premium destination brand that improves perceptions about the Central Coast.
“Early research figures indicate that it’s working, with 75 per cent of Sydneysiders surveyed indicating the campaign had made them think more positively about the Central Coast.”
Council’s connected communities director, Julie Vaughan, said it was the largest, most extensively researched tourism campaign for the Cenrtal Coast in more than 20 years.
“The intent of the campaign, ‘Have a Little Adventure’, is to show how visiting the Central Coast is something you can do many times a year – it’s so easy to have so many great experiences here on the Coast, and to have your own kind of little adventure,” Ms Vaughan said.