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

Tourism Central Coast, a tourism operator for the Central Coast in New South Wales, increased visits to the Coast by launching a series of TVCs that used a snow dome device to show little adventures.

Campaign details

Brand: Central CoastAdvertiser: Tourism Central CoastEntrant: AffinityPrincipal author(s): Luke Brown and Angela Smith, Affinity

Executive Summary

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...

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