After a five-year decline, the Central Coast asked us to reposition the area as a getaway destination. However, our research and most comments on social media showed the general view towards it wasn’t exactly glowing.
“Central Coast is the bogan capital of Australia there are more bogans per square kilometre than anywhere else in Australia”. Research participant
We saw a gap and identified Sydneysiders as a key audience to drive perceptual change. But knowing that traditional research can be misleading, and confronted with not one, but four different strategic directions to head down, we decided that a test was in order. So, we took a small part of our media budget and tested the four different strategies, essentially using media as an intelligence tool to find out what attracted Sydneysiders to travel the most. We found out it was Adventure seeking, but not with a capital A.
We carefully curated the media for the destination relaunch focus on television, OOH and digital but avoided social as we’d traditionally received so much bad commentary in social channels. After our first burst, brand tracking showed that perceptions of the coast had changed enough to delve back into social but there were some areas of Sydney that trolled the Central Coast at any opportunity.
So, we created a social proof algorithm. We showed our social dark posts to areas that loved the Coast. Once each post got enough likes and shares, it had enough social proof that the Central Coast was a great holiday destination we expanded it to the rest of Sydney. Eliminating negative commentary and convincing millions of extra people to holiday on the Central Coast.
What we did
Research, strategic development, strategic testing, data analysis, media buying, campaign delivery, technical development, campaign optimisation, stakeholder consultation, social and digital creative concepting, art direction, copywriting, design, community management.
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