Lord Howe Island unveils new digital marketing campaign + website via GTI Tourism and Circul8

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image011.jpgTourism PR and marketing agency GTI Tourism together with digital partner Circul8, has today launched Lord Howe Island’s ‘Howe’s Life’ campaign. The integrated marketing campaign is designed to attract visitors to the UNESCO World-Heritage listed Lord Howe Island during the winter months, and showcase the island’s diverse wildlife, nature-based activities and adventure.

The campaign follows the unveiling of Lord Howe’s new consumer website and social media channels, integrates digital and social media elements with an interactive consumer competition and features special discounted packages to Lord Howe during winter.

The $200,000 ‘Howe’s Life’ campaign includes a Lord Howe Island brand refresh and logo update, and incorporates strategic digital advertising including video content and impressive image-led ads, to drive consumers through to Lord Howe Island’s new website, following its launch on April 24th. The campaign also encourages people to interact with the island’s Facebook, Twitter (@LordHoweIsland) and Pinterest (LoveLordHowe) social media channels, which were revealed on April 15th.

image009.jpgAlana Stocks, managing director of Circul8, led the digital element of the campaign and drew inspiration from the island’s natural beauty when creating the campaign.

Says Stocks: “The first time I saw images of Lord Howe Island I knew I wanted to go there, so it’s no surprise that this campaign is led by stunning photography.

“Through this campaign we’re giving people an opportunity to discover Lord Howe Island through digital and social media, and inspire them to visit and share this truly unique destination with their networks.”

Located off the east coast of Australia, just a short flight from Brisbane, Sydney or Port Macquarie, Lord Howe is one of Australia’s most easily accessible natural paradises, but only 49% of Australians are aware of the island’s location. The ‘Howe’s Life’ campaign, targets soft adventure and experience seekers in the 30 to 65 age bracket, aiming to embed an indelible memory of Lord Howe in the minds of Australians through the island’s first ever integrated social media campaign. The campaign is being rolled out nationally, and brings to life Lord Howe’s many qualities and the wealth of activities on offer at the island.

Sarah Anderson, managing director of GTI Tourism, recognised the need for greater awareness among Australians of the special island retreat in their backyard.

Says Anderson: “When people visit Lord Howe Island they are astounded by its natural beauty – it’s easy to argue it’s Australia’s most attractive island, if not the world’s.

“The media spend for the Howe’s Life campaign is aimed at driving fans to the island’s newly created social media channels, which will allow Lord Howe to stretch the impact of this annual campaign throughout the year.”

In addition, a special consumer competition has been digitally integrated into the ‘Howe’s Life’ campaign, featuring a series of Lord Howe images and inspirational slogans, which people are asked to combine to create a visual life motto, for their chance to win a dream trip to Lord Howe Island. Harnessing the trend of people sharing inspirational quotes on social media channels, the competition also encourages entrants to share their life motto with friends via Facebook, Twitter, email and Pinterest, for their chance to win Paddy Pallin hiking gear.

The Lord Howe Island ‘Howe’s Life’ campaign has been co-funded by Destination New South Wales and is running in partnership with the Lord Howe Island Tourism Association, QantasLink, Pinetrees Lodge, Oxley Travel and Spacifica Travel. To celebrate the launch of the campaign, Pinetrees Lodge, Oxley Travel and Spacifica Travel have teamed up with QantasLink to offer fully inclusive packages to Lord Howe at excellent rates for the next three weeks. Details on the special island offers are listed on the Lord Howe website, encouraging people to take the road less travelled on an unforgettable trip to the captivating Lord Howe Island. A pristine jewel in the Pacific, with just 350 permanent local residents and visitors capped at 400 at any one time, the island offers an exclusive escape for guests.