port macquarie
CAMPAIGN
CAMPAIGN CONCEPT | DESIGN | COPY | VIDEOS | CONTENT PLAN | CRM EMAILS
Most destinations along Australia’s east coast focus on their attributes, i.e. sublime beaches, forests, lakes, rivers, culture, and friendly people. We crafted a dynamic campaign that differentiated Port Macquarie from its neighbours to stimulate bookings during its low seasons (winter and spring in Australia). Our results pumped $1.8M into the region’s economy with a 21% increase in short stay breaks. Fred&Co teamed up with Destination Store and Leonards Advertising Media to deliver the campaign. Watch how we did it on our Case Study video below.
AWARDS
WINNER 2024 Ad Campaign of the Year Mumbrella Travel Marketing Awards – Where Time Does Wonders
WINNER 2024 Breakthrough Destination of the Year Mumbrella Travel Marketing Awards – Where Time Does Wonders
FINALIST 2024 Best Communication Strategy Tourism – City Nation Place Awards, London
Watch the Case Study video below.
campaign
RESULTS
Two massive economic shifts from the campaign were:
- A 21% increase YoY on short break stays.
- An injection of $1,817,481 into the economy. (Using data from Tourism Research Australia based on 3,139 direct to bookings x $193 average spend per night).
The campaign delivered:
- 8 million impressions (in 10 weeks).
- 1 million video views.
- 900K organic social media reach 100% increase in website clicks 3,139 bookings (21% YOY growth).
- 16,969 click-throughs to operators’ and businesses’ websites 0.79% CTR – setting the stage for even more success.
- 63, 900 ad clicks.
- 91, 770 campaign microsite users 22.07% increase in YOY organic search 223,787 website views (in 10 weeks).
- 52% CTR increase in Meta Ads (compared to Meta Ad Travel Benchmarks) 87% CPC slashed of Meta Ad costs (compared to Meta Ad Travel Benchmarks).
- 108% CPC savings on Google Search Ads (compared to Google Travel Benchmarks) Social media growth compared to the same period in 2023.
- 5% increase in reach 993% increase in video views.
- 134% increase in engagement.
- 50% increase in lnstagram engagement
- 42% email opening rate and CTR of 5.9% up from 38% and CTR of 2.3% in 2023. The travel industry benchmark is a 15.7% opening rate and 1.6% CTR
- 18% increase in sign up for the newsletter database.
- Previous meta campaigns: CTR 1.05% & CPM $13.37. Our campaign achieved a CTR 3.75% & CPM $4.86 – that’s a massive 112% improvement in CTR and 93% CPM saving!
In just 10 weeks, we delivered break-through campaign and regional economic results with constrained budgets.
