Background

The “Where Interesting Happens” campaign aimed to enhance local visitor and business familiarity with Canterbury-Bankstown, promoting the region as a vibrant destination. The campaign focused on driving sign-ups and conversions through various channels, including programmatic display/video, search, YouTube, Facebook/Instagram, and TikTok.

Objectives

• Enhance Awareness: Increase local visitor and business familiarity with the “Where Interesting Happens” initiative.
• Drive Engagement: Promote the campaign website and encourage sign-ups and conversions.
• Target Specific Segments: Focus on key audience segments across multiple channels.

Campaign Execution

Platforms

• Programmatic Display/Video
• Search
• YouTube
• Facebook/Instagram
• TikTok

Duration

• June 2024

Target Audience

• Age Group: 18-44
• Predominantly male
• Interests: Food, sports, entertainment, and family activities

Key Metrics and Results

Overall Performance

• Impressions: 3.1 million
• Clicks: 34,000
• CPM: $10.82
• CPC: $0.99

Conclusion

The “Where Interesting Happens” campaign successfully increased awareness and engagement for Canterbury-Bankstown through strategic use of various digital channels.

By focusing on food, sports, and entertainment, the campaign effectively captured the interest of the target audience, leading to significant impressions and clicks. Future campaigns can build on these insights to drive even greater engagement and conversions.