Tourism Central Coast: Building a big billion dollar tourism brand through "Little Adventures"

Tourism Central Coast, a tourism brand, developed brand positioning that transformed perceptions of the Australian Central Coast and increased tourism.

Executive summary

The Central Coast, New South Wales (NSW), is blessed with glorious beaches and tons to do. An hour from Sydney, it should've been the perfect tourist destination. Yet the Coast saw steady declines in tourism over four years as other local areas boomed.

Why? The Coast suffered from deeply ingrained negative perception.

Using a unique behavioural analysis methodology, we developed a brand positioning that transformed perception and in turn increased tourism by $283 million, growing market share to record levels.

Challenge, objectives and strategy

What was the strategic communications challenge?
Market background and context

Tourism is critical to...

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Insights Team
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