Challenge

Leonards was recently engaged to create an integrated media campaign to sell The Snowy Mountains during summer as an all-year destination. This “It’s an Altitude Thing” campaign ran from November 2022 to April 2023.

As part of this campaign strategy, Leonards created and ran a Marketing Partnership Program for any local operators wishing to participate and benefit from the umbrella marketing of The Snowy Mountains destination. Operators had a variety of price points to choose from: $750 package (landing page on campaign microsite), $2,000 package (digital media campaign boost), $5,000 and $10,000 (integrated media campaign boosts featuring radio and outdoor as well as digital).

The following is a case study showcasing the very successful social media campaigns for Lake Crackenback.

Solution

Lake Crackenback Resort & Spa launched into the market with a six-week social media campaign beginning on 28 January 2023. Two packages were featured – a Girls Getaway and a Family Package. Both packages had distinct audiences within NSW and the ACT, thus the campaign was split so that creative could accurately target and resonate with each audience.

A robust social media campaign was designed for both packages and delivered over Facebook and Instagram, with the goal to get people to click through to the relevant landing page to find out more, and to book.

On paper, the Girls Getaway campaign marginally led the way, boasting an overall average CTR of 8.37%, and a whopping 426 comments, which showed heavy engagement from this audience.

Interestingly, the Family Package collection ad actually secured more clicks, but due to huge engagement numbers on the Girls Getaway ads, they reached more people reducing the CPC significantly.

Results

Overall, the Lake Crackenback campaign was a great success, overachieving in all measurable metrics and securing a minimal CPC rate. The campaign reached almost ¼ million people, delivered over 600K impressions and secured over 15K clicks at a 2.50% CTR (industry benchmark: 0.90%).

Whilst Leonards didn’t have complete visibility over bookings so couldn’t accurately track ROI, Google Analytics data shows a significant increase to pageviews up +422.01% for the Girls Getaway and Family Package pageviews up +49.91%. Additionally, Lake Crackenback experienced a +23.21% increase in revenue during campaign activity compared to the previous period.

And since the campaign has stopped? There has been a -34.48% drop in revenue, making this Marketing Partnership Program extremely effective, and viable for future implementation.