The challenge

Through dollar for dollar funding with Destination NSW, Mudgee Regional Tourism wanted to run a campaign to build ongoing engagement with the destination through social media followers, e-news subscribers and web traffic while delivering tangible results to members through increased bookings.

The solution

Leonards evaluated target audiences to narrow down the most receptive travellers to Mudgee and developed an integrated media campaign strategy to reach these audiences across multiple points of contact. As our teams worked towards success, the ‘Let’s Skip Town Together’ campaign was created. This campaign focused on a combination of the VFR and NSW market to draw interest in Mudgee tourism.

The results

The campaign well and truly exceeded all desired KPIs! Mudgee’s Facebook followers increased by 36% and Instagram by an astounding 57%. Leonards was also able to reach 532,000 individuals and receive nearly 13,000 clicks. The KPI of $850,000 in new bookings was smashed with a total of $2.5 million in bookings achieved.

“Ridiculously easy to work with, we love partnering with Leonards, our preferred advertising media agency. Not only are they professional, flexible, goal orientated and know their stuff, they joined in our collective success at a national level to celebrate our multi-award winning ‘Let’s Skip Town Together’ campaigns! Leonards earn my highest recommendation.”

Cara George,
CEO, Mudgee Region Tourism