Objective

Increase brand recognition across Greater Sydney and regional NSW, driving traffic to the newly launched ‘My Manly’ landing page.

Aim to enhance visibility in the market, resulting in increased website visits and ultimately boosting daytrips, overnight stays and short trips to Manly.

Target Audience

Utilising a broad targeting strategy to maximise our reach, we prioritise captivating frequent travellers in search of local tourism, short stays or weekend getaways. Targeting all adults aged 25+, encompassing families, couples, and groups of friends alike.

Our creative approach remains vibrant, focusing on the warm welcome of Manly’s locals who eagerly share their best-kept secrets.

Strategy

Implementing a high-impact campaign that strategically utilises a mix of online and offline media channels to establish a strong brand presence, ensuring widespread recognition across various touchpoints.

Background

The “My Manly” campaign aimed to promote Manly as a premier destination for short stays and weekend getaways, targeting both local and regional audiences. The campaign leveraged a mix of online and offline media channels to maximize reach and engagement, with a focus on showcasing the unique charm and hidden gems of Manly through the eyes of its locals.

Objectives

• Increase Brand Recognition: Enhance visibility of Manly across Greater Sydney and regional NSW.
• Drive Traffic: Direct traffic to the newly launched ‘My Manly’ landing page.
• Boost Tourism: Increase day trips, overnight stays, and short trips to Manly.

Target Audience

• Demographics: Adults aged 25+, including families, couples, and groups of friends.
• Interests: Frequent travellers, outdoor enthusiasts, and those looking for local tourism experiences.

Campaign Strategy

• High-Impact Campaign: Utilized a broad targeting strategy to maximize reach.
• Creative Approach: Focused on vibrant, welcoming content featuring locals sharing their best-kept secrets.
• Channels Used: Google Display, Google Search, YouTube, social media (Facebook, Instagram, TikTok), and various premium publishers.

Key Metrics and Results

Overall Performance

• Total Impressions: Over 1 million
• Total Clicks: 4,200
• CTR: 0.42% (Global average benchmark: 0.27%)

Recommendations

• Extend Campaign Duration: Suggest extending the campaign over a longer period.
• Seasonal Updates: Update creatives with seasonal copy and responsive display.
• Local Focus: Highlight specific locals within social media campaigns to enhance the ‘locals know best’ theme.
• Creative Tweaks: Make minor tweaks to creative content based on performance insights.
• Ad Scheduling: Schedule ads for peak times and days for maximum effectiveness.
• Use of Site Links: Integrate site links in search ads to enhance user experience.

Conclusion

The “My Manly” campaign successfully increased brand recognition and engagement for Manly, leveraging a strategic mix of online and offline channels. By focusing on vibrant, locally driven content and optimizing performance throughout the campaign, the initiative effectively attracted high-quality traffic and boosted tourism to Manly. Future campaigns can build on these insights to drive even greater visibility and engagement.