Campaign details

Brand: Central Coast
Brand owner: Tourism Central Coast
Agency: AFFINITY
Country: Australia
Industries: Destinations and locations
Media channels:  Email marketing, Events & experiential, Online display, Online video, Outdoor, out-of-home, Public relations, Social media, Television, Websites & microsites
Budget: Up to 500k

Executive summary

The Central Coast, NSW. If you lived in Sydney, Australia in 2017, the chances were you wouldn't have anything good to say about it. We developed a broad marketing initiative that transformed the Central Coast from 'Central Bogan' to 'Tourism Boom' in just nine months.

How did we change perceptions so dramatically and efficiently? We developed a unique method to create first-party data and empirically test positionings. Our data-driven insight underpinned an integrated campaign that generated $186m in additional tourism, an increase of 22.3%.