TOUCH THE TOP DESTINATION CAMPAIGN
To create greater awareness and propensity to visit in key target markets, with the overall objective of increasing overnight visitation to the region.
Client
Tablelands Regional Council
Category
Government
Services Delivered
- Destination Marketing
- Stakeholder Engagement
- Strategy Development
- Destination Research
- PR & Communications
- Social Media Management
- Marketing and Advertising
C7EVEN partnered with Tablelands Regional Council to deliver a three-year Destination Marketing Plan.
The Opportunity
Located in Far North Queensland, the Atherton Tablelands offers immersive nature and adventure-based experiences for visitors with dramatic mountain ranges, untouched rainforests and breathtaking waterfalls.
C7EVEN was tasked with creating a destination marketing strategy and deployment of the destination marketing for the region.
Our Solution
We created an in-depth destination marketing strategy that identified key goals and objectives, target markets and strategies for attracting an audience to spend more time in the region by showcasing the region’s diverse nature and adventure-based activities that require a longer stay to explore.
The strategy spoke to target audiences through a range of channels and tools including:
- Driving advertising activities to a dedicated destination landing page that showcases the region and activities on offer
- A digital brochure for the audience to download and gain more insight to the region
- Capturing people’s interest through display advertising, showcasing the beautiful nature of the area in the campaign images
- Social media campaign using a combination of paid and organic social content
- PR and Media Opportunities and leveraging the audience base of micro influencers through C7EVEN’s influencer platform
- Search Engine Marketing – digital activity was focussed heavily on a person level of interest with intent to visit the region, promoting further advertising and engagement with the audience
Campaign Achievements
Digital Impressions
Facebook Conversions
Click throughs to landing page
Highlights
Digital Performance
- A total conversion rate for the campaign over 28% for all digital activity blew away the benchmark and indicated a strong resonance to a longer visitation with our target audience.
- Unprecedented performance on the Facebook ad with a 31.02% conversion rate – industry average is 9.21%.
Achievements
The campaign led by C7EVEN achieved exceptional results to date including:
- Unprecedented performance on the Facebook ad with a 31.02% conversion rate – compared to the industry average of 9.21%
- 2,729,239 Impressions
- 27,470 Clicks
- 7,483 Conversions
