Summary

Port Macquarie’s ‘Where Time Does Wonders’ (WTDW) destination marketing campaign, launched between April and June 2024, aiming to boost brand awareness and attract online visitors to the newly created WTDW microsite. The campaign, ultimately sought to increase overnight stay bookings and regional footfall by offering exclusive short break deals from paid operators. Leonards Advertising worked with the team to execute a high-impact, short-term campaign that strategically used a mix of online and offline media channels, ensuring a strong brand presence and widespread recognition across various touchpoints.

Market Audit and Competitive Presence 2024

Over the time of our campaign, we had some strong competition in market with the presence of two destination campaigns. One being the Gold Coast “Sneeky Mid-Weeky” for mid-week getaways with a series of deals for accommodation, experiences and food & drink. The other one was the Coffs Harbour Jet Star deal massively played on Radio in the Greater Sydney area. This is important to keep in mind when reading over the Post Campaign Report. Given the competition in market the result of the WTDW are outstanding.

Background

The “Where Time Does Wonders” (WTDW) campaign aimed to enhance brand awareness for Port Macquarie and drive traffic to its new microsite. The campaign, conducted from April to June 2024, sought to increase overnight stay bookings and regional footfall by offering exclusive short break deals from paid operators. Despite strong competition from other destination campaigns, WTDW achieved outstanding results.

Objectives

• Boost Brand Awareness: Increase recognition of Port Macquarie as a premier destination.
• Drive Traffic: Attract visitors to the WTDW microsite.
• Increase Bookings: Promote overnight stays and short trips to Port Macquarie.

Campaign Strategy

• High-Impact Campaign: Utilized a mix of online and offline media channels to ensure widespread recognition.
• Creative Approach: Focused on engaging content that highlighted Port Macquarie’s unique experiences, food, stays, and deals.
• Target Audience: Frequent travellers, outdoor enthusiasts, and individuals looking for short breaks and weekend getaways.

Key Metrics and Results

Overall Performance

• Total Users: 91,770
• Total Views: 223,787
• Operator Link Clicks: 16,969
• Operator Booking Link Clicks: 3,139

Key Findings and Recommendations

Findings

• High Engagement: Strong engagement across social media, display, and YouTube.
• Effective Targeting: Successful targeting of outdoor enthusiasts and frequent travellers.
• Seasonal Relevance: Ads featuring seasonal activities (e.g., bush trails) resonated well with the audience.

Recommendations

• Extend Campaign Duration: Extend the campaign to build on the current momentum.
• Seasonal Updates: Update creatives with seasonal content to maintain relevance.
• Direct Conversion Campaign: Activate a direct conversion campaign to capitalize on brand awareness.
• Increase Partner Participation: Work with the Greater Port Macquarie Tourism Association to increase industry partners and enhance campaign reach.
• Optimize Digital Spend: Ensure a minimum media spend on key channels like Search, Display, and YouTube to maintain brand safety and awareness.

Conclusion

The “Where Time Does Wonders” campaign successfully increased brand awareness and engagement for Port Macquarie. The strategic use of diverse media channels and engaging content drove significant traffic to the microsite and boosted overnight stay bookings. Building on these insights and recommendations, future campaigns can further enhance Port Macquarie’s visibility and attract more visitors.