The challenge

Barrington Coast “Whatever it Takes” campaign ran from April until September 2021. The campaign directed audience to a specifically designed microsite, detailing operator offers and simplifying the user booking journey.

The campaign ran for the whole duration of Covid NSW restrictions and lockdowns, building on brand presence during a period most people could not travel. Due to this the online campaign delivery was monitored closely and daily budget reduced where performance was being affected – online delivery across Google display, search and video were all extended for one month to make up for budget deficit.

From September, engagement levels and general search interest began to increase and budgets once again raised, completing the campaign in full on 30 September.

The objectives were clear:

1. Awareness – ensure that ‘Barrington Coast’ was the recognised new brand for the mid-north coast, encompassing the heights of the Barrington Tops right down to the Pacific Coast… and everything in-between.
2. Drive footfall and overnight stays in the region by targeting Sydney, Central Coast and Newcastle metro areas. The campaign was aimed at a specifically female audience arranging friends’ short breaks, romantic getaways and family vacations through a series of funny, beautiful and highly engaging “to the point” creatives, themed “Whatever it Takes” / “Blaze Your own Trail”.

The solution

Use market research, including Roy Morgan’s Helix Personas, to identify specific areas of interest by target audience for an integrated media strategy coupled with large format outdoor billboards for long term brand awareness opportunities. An online campaign was used to drive reach and frequency in market, using various tactics to deliver multiple creatives ensuring the identified target audience was presented with an array of Barrington Coast offerings from surfing to hiking / glamping to farm stays.

Digital platforms Google Display Network, Google Search network, Native, and Social media platforms Facebook, Instagram, Stories and YouTube all worked in combination to drive traffic to a specially created microsite housing participating operators and package deals.

The microsite was tracked to optimise towards key performing channels and creatives based on conversions – this was especially vital due to campaign timing. Running from April-September 2021, Barrington Coast “Whatever it Takes” campaign ran throughout NSW COVID lockdown. Ensuring campaign fluidity and responsiveness to key shifts due to these restrictions in the Sydney / Newcastle audience enabled us to remain competitive and continue to drive quality engagement and intention to book for as soon as restrictions were lifted. By remaining on, when so many competitors turned ‘off’, helped establish better rates and increased engagement.

The results

The overall campaign performance was extremely successful surpassing all KPIs and metrics. The Barrington Coast | MidCoast team was delighted with both the creative and the media integration results.

This media campaign has also acted as a master umbrella campaign for more than 30 different sub-campaigns for local operators. This additional activity has been running throughout 2021 and will continue well into 2022.

What’s next

Barrington Coast continues in market until present day, extending launch into it’s secondary wave of summer advertising, with plans leading thoughout 2022 to ensure Barrington Coast remains at top of mind as the number 1 NSW tourist destination.