Brand: Central CoastAdvertiser: Tourism Central CoastEntrant: AffinityPrincipal author(s): Luke Brown and Angela Smith, Affinity
The Central Coast, Australia, 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, as other local areas boomed.
Why? The Coast suffered from deeply ingrained negative perception.
Using behavioural analysis, we developed a brand positioning that transformed perception and in turn increased tourism by $240 million, growing market share to record levels. On a budget of...