In order to achieve market saturation, this campaign could not rely on a single platform to deliver the Mudgee Region W2W campaign – we needed to deliver high impact within the community, be visually engaging and create talkability, whilst focusing the campaign towards clear objectives which needed to be met. Due to budget restrictions, it was clear that we would not be able to achieve this by targeting both areas, and a decision was made to consolidate budgets and focus on one area.
Intensive research was carried out by Leonards into the population of both catchment areas, using a mixture of resources including Profile.id (demographic resource centre) and Destination NSW document ‘NSW VFR Host Research’.
From here it was Leonards recommendation that we proceed to target the Manly/Northern Beaches area only for the following reasons:
32% of Manly residents were born overseas. The population of Manly is larger than Bondi and Bondi Junction combined – giving us more opportunity.
Manly and Northern Beaches residents more closely aligned with target audience of previous campaigns, with average age of 38 and 32% having children making it more likely for family from overseas to come and visit.
By narrowing our audience geographically in order to focus budget – this in turn narrowed our reach. The time in market also posed a problem; we needed to be active in the three month run up to Christmas – a key period for family visitors. Achieving cut through and maintaining throughout the three months of summer, a highly competitive period, we needed to be particularly clever with our channel selection – ensuring each element worked together to engage our audience and build impact.