Brand:
North Stradbroke Island, Tourism and Events Queensland
Project:
Reminding the market that STRADDIE IS so close. An integrated project management campaign
Involvement:
delivering complicated integrated campaign management.
Project: project management of integrated campaign for North Stradbroke Island including creative and media briefing, partner liaison across 7 different stakeholders, creative element design, material despatch and instructions > ensuring all elements went to market on time, on-brand and on budget.
Develop an events-based communications strategy that would:
1. Build on the positive brand image of the island and promote it as a destination of choice
2. Increase visitation in off-peak periods as well as promote 5x specific events
3. Drive bookings (ferries, accommodation and tours)
The creative tagline “Straddie IS” was a lovely play on words, allowing us to bring the Brisbane-based audience into the notion that the island ‘is’ so close.
Objective:
Create an overarching destination campaign with an events-based communication strategy to motivate (primarily) Brisbane residents to visit North Stradbroke Island either for a short break or day trip.
Strategy:
Develop a six month campaign that caters to several different target audience personas to drive bookings to the island and reinvigorate the love affair with have with this island destination so close to the city.
Creative:
An integrated campaign was developed to promote the island’s brand as well as encouraging people to visit to attend the 5x specific events running throughout the campaign period.
Radio, press, magazine, online banners, search engine marketing, street posters, website, PR.
Results:
All events saw increases, referrals were huge and web visits achieved 53,889 against a KPI of 6,200!
All stakeholders were ecstatic with the results and island bookings achieved their targets.
