Travel & Tourism
Cruises, hotels, resorts, amusement parks, recreational, travel tours, travel websites and booking services, etc.
From the couch to the Coast: Shifting perception for unprecedented ROI
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”1in 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.
Brand: Tourism Central Coast
Client: Tourism Central Coast
In this geotargeted marketing campaign, Tourisme Montréal won over Québec City by turning the Montreal/Quebec City rivalry into a love story. Literally. The "I've changed" campaign led to positive press coverage, an increase in hotel bookings and passionate reactions.
Brand: Tourisme Montréal
Client: Tourisme Montréal
The Arrivals was a total theatre of campaign orchestration. Marketing-, media-, comms. and PR strategy worked in total unison in order for the target group to experience one whole brand story. It set out to reinforce SAS’ position as a premium airline and exceeded the primary business objective: willingness-to-pay. The KPI underpinning any success in a market as saturated and competitive as commercial aviation. Results were 12% above goal in price premium, 7% above goal in positive image effects and 17% above goal in campaign liking.
Agency: &Co. / NoA