Affinity helps attracts Sydneysiders to Central Coast in new ‘Have a Little Adventure’ campaign
Tourism Central Coast has today launched a new campaign to promote the NSW destination. Aptly named, ‘Have a Little Adventure’, it’s the most comprehensive campaign done to date and sheds light on all the great things the Coast has to offer. The campaign, driven by data-led agency AFFINITY, is set to liven up the short-stay travel market as it promotes itself as Sydney’s best-kept adventure secret.
The campaign is borne out of recent research uncovered by AFFINITY, which shows that there’s a strong perception problem with the region.
Says Luke Brown, CEO, AFFINITY: “Our research identified very early on that there was a clear disconnect between perceptions of the Central Coast and the actual reality. In order to shift these views, we’ve blended primary qualitative, quantitative and real time analytics data to create region-specific insights that, in-turn, informed a brand positioning we know will resonate with Sydneysiders.”
It’s not just perceptions that have hindered the Central Coast’s popularity among Sydneysiders. Having never been marketed effectively as a region before, there’s a lack of knowledge about the attractions the Central Coast has to offer.
At the centre of the campaign is a fresh website, https://visitcentralcoast.com.au/. It showcases a wide range of curated itineraries, from the very best in nature trails, to relaxation hot spots and hidden beach gems, and provides the platform to allow visitors to custom create their own adventures.
Says Russel Mills, director, industry services and partnerships, Tourism Central Coast: “From the coast all the way to the hinterland, our region has some of NSW’s best kept secrets. Whether you’re an adventure-seeker, foodie or just looking to relax and unwind, we’ve got the perfect little adventure waiting for you. AFFINITY’S work will not only help reposition but will surface all the amazing things that the region has to offer.”
The campaign includes online banner and video, social, PR and TV. The TVC launches this Sunday 12 August.
AFFINITY
CEO: Luke Brown
CSO: Angela Smith
Executive Creative Director: Leo Bajzert
Head of Design: Jenna Duncan
Art Director: Melba Gounas
Business Executive: Neisha Sinadinovic
Production & post: Limehouse creative
MD/ EP: Duncan Harriss
ECD/ VFX: James Lucas
Shoot Producer: Briony Luschwitz
In-house Producer: Ashlee Savins
Director / DP: Toby Heslop
Drone Operator: DroneFX
Audio: Rumble Studios
1 Comment
“Our research identified very early on that there was a clear disconnect between perceptions of the Central Coast and the actual reality. In order to shift these views, we’ve blended primary qualitative, quantitative and real time analytics data to create region-specific insights that, in-turn, informed a brand positioning we know will resonate with Sydneysiders.”
Stand down folks.
We have our winner for most wanky explanation of an ad for 2018