CLIENT
Tourism Central Coast
Julie Vaughn, Director, Connected Communities
Sue Ledingham, Unit Manager, Community Engagement
Teresa Walters, Section Manager, Communication
Myra Pettinger, Marketing Officer, Marketing and Tourism Russell Mills, Director, Industry Services and Partnerships
AGENCY
Luke Brown, CEO
Angela Smith, Chief Strategy Officer
Leo Bajzert, Creative Director
Jenna Duncan, Head of Design
Laurette Douglas, Head of Research
Melba Gounas, Senior Art Director
Lisa Christie, Group Media Director
Martin Ciarocca, Performance Media Director
James Page, Head of Delivery
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”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.
