Eco-tourism campaign

Client:

Visit Sunshine Coast (VSC), the peak tourism body for the Sunshine Coast region, is committed to promoting sustainable tourism practices and enhancing eco-tourism within the Sunshine Coast region.

Despite the Sunshine Coast’s reputation for natural beauty and biodiversity, it’s eco-tourism sector remains underdeveloped. In June 2022, the Sunshine Coast, Noosa and Fraser Coast were designated as UNESCO Biosphere Reserves, marking Queensland as the only place in the world with three side-by-side biospheres.

Objective:

Develop a targeted eco-tourism campaign strategy that aligns with the region’s natural assets, unlocks the potential of the three Biospheres and appeals to the growing demand for sustainable travel.

Campaign tactics:

• Video campaign: Utilise YouTube advertising to raise awareness and the profile of the region.
• Google Ads: Implement a keyword-focused campaign to drive search engine traffic to the campaign landing page.
• Social media advertising: Deploy the video creative across Facebook, Instagram and TikTok – with links to the campaign landing page.
• LinkedIn and eDMs: Engage local tourism agencies and eco-tourism providers with targeted ads and direct mail campaigns.
• Sponsored content / display ads: Use world renowned publication National Geographic to reach a readership of over a million people in Australia and 19.4 million worldwide.
• OOH advertising at key airport and major city centre locations.

Outcomes: