Background

Oberon is a small rural town and community located in the Central Tablelands NSW, known for its cold climate and untouched natural beauty. Surrounded by stunning landscapes, steeped in history and access to some of the state’s most spectacular national parks – Oberon has something for everyone.

Goals

To create awareness and drive quality user traffic to Visit Oberon website throughout Spring 2020, ultimately encouraging overnight bookings and foot traffic to the region. Oberon Tourism chose to partner with Leonards Advertising for their comprehensive local knowledge and ability to programmatically amplify content across multiple channels.

Strategy

Use tactical targeting methods to reach adults in-market for domestic travel and day trips, with an affinity towards outdoor enthusiasts geo-fenced to a three-hour drive time. A digital campaign driven by on-site learnings and social media engagement to measure reach, impact and key results as well as promote overall brand awareness.

Results

• Total Users to site: 23,035 during campaign period
• YOY total user comparison: (7th Sept – 31^st Oct 2019: 5,000 total users)
  An increase of +360.70%
• Received more than 18,500 campaign clicks
• Delivered over 1.3 million impressions
• Average CTR: 1.41%
• Average CPC: $0.29

Key Outcomes

Leonards Advertising exceeded all KPIs on this campaign for Oberon with high traffic to the site leading to a massive increase in brand awareness and knowledge for what the region offers: superb farm experiences, beautiful gardens and parklands, funky retail, local produce restaurants and caravanning facilities.
The Oberon VIC received a sharp rise in visitors over the campaign period and for a few months afterwards. Accommodation bookings and short stays significantly increased compared to year-on-year results for the same months in previous years.
Another benefit from this brand awareness campaign was a surge in Facebook “likes” helping potential first-time and repeat visitors stay updated with what’s on in the region to plan their next visit.
The Destination Marketing team at Oberon will be working with Leonards in 2022 on a series of event campaigns to leverage the success of the ‘More than you Imagine” brand awareness campaign.