The Marketing focus for the quarter was the launch and roll-out of of the new "The Grampians Way" campaign. The campaign launched on September 25 and aims to:
Raise destination awareness
Drive visitation all year round including off-peak periods
Encourage dispersal around the region by promoting the diversity
Increase social media following and traffic to website
Show value to our partners and connect tourists with operators
The campaign targets ‘Lifestyle Leaders’ primarily in Melbourne, followed by Adelaide and then regional Victoria.
“The Grampians Way”: Launch Burst
The launch phase included an array of activity, including digital advertising, print and digital partnerships, radio advertising and social media. The specific objectives of the campaign are to increase traffic to our website, increase our social media following and engagement, and ultimately to increase visitation to the Grampians region.
The following report details the results from the first 3 months of the campaign.
The Visit Grampians website attracted almost 108,000 users during the quarter, an increase of 52% on the previous period. 72% of these users were new users. These website users spent an average of 2.44 minutes on the site and visited 3.4 different pages.
“The Grampians Way” campaign utilised targeted Facebook Carousel and Video ads to create awareness and drive website traffic. The campaign during this period reached almost 211,000 people and generated 2,192 website sessions.
Google Display Advertising
“The Grampians Way” campaign utilised Google search and display ads to target users in the discovery, consideration and decision stages of the user experience.
16,703 users to the website – 15% of the total website traffic.
People searching for the Grampians delivered the highest number of clicks, followed by the highly visible display ads. Search ads for key words such as ‘Camping’, ‘Hiking’ and ‘Walking’ also performed strongly.
In partnership with Visit Victoria's 'Your Happy Space' campaign Grampians Tourism invested in a full page feature in the Spring edition of the Space magazine, a lift-out in the Sunday Herald Sun.
We secured a full page front cover plus a 2-page editorial feature that was distributed on October 28th to 379,000 Victorians, with an average readership of 814,000.
Results for the content integration via Newscorp's digital channels:
- 2,310 page views
- 2,105 unique views
- average read time of 5 minutes 15 seconds
One Hour Out
Through a partnership with online media outlet One Hour Out across October and November we highlighted the Winery & Cellar Door experiences within our region.
Total Reach 41,000 people.
U:L | The Urban List
A partnership with Urban List commenced, with an execution across each ‘patch’ secured to raise awareness and position our region with our key target market of ‘Lifestyle Leaders’ in Melbourne.
The North and South Grampians campaigns achieved strong results September and October and we look forward to seeing the results of East and West in the next report.
The ‘North’ campaign went live on September 19 and aimed to raise awareness of St. Arnaud and position the town as the perfect getaway, highlighting the towns quirkiness, lively historic pubs, silo art trail and delicious food and wine options.
The ‘South’ campaign went live on October 18 and aimed to raise awareness of this region, and position Greater Hamilton as the perfect road trip destination, and highlight its foodie offering.
Northern Grampians Highlights
High appeal – 17k page views (35% above benchmark)
High engagement – 4.48 minutes on page (average time on site is 3 minutes)
High engagement on Facebook – 478 likes and 272 comments
# 4 most visited page on the site during campaign period
# 2 most clicked article for the week
Southern Grampians Highlights
High appeal – 13k page views (8% above benchmark)
High engagement – 5.40 minutes on page (average time on site is 3 minutes)
High engagement on Facebook – 370 likes and 628 comments
# 8 most visited page on the site during campaign period
PR coverage during the period of October – December reached a cumulative audience of almost 1.3 million people and had an advertising value of $331k.
Coverage was mainly in newspapers, which were largely reporting on the launch of the new campaign.
Although the following piece on the Grampians Peaks Trail was syndicated across the News Ltd Sunday newspapers in Sydney, Melbourne, Brisbane and Perth with a total circulation of just over 1 million copies!
”The Grampians Way” campaign is continuing through this quarter and we will report on the results in April. We continue to monitor results of the campaign to ensure the lowest ‘cost per click’ and that the creative is refreshed in line with the season and engagement remains high.
Next quarter we will have the Grampians Way radio campaign results report from our advertisements from SmoothFM.
Our Urban List partnership continues with the ‘East’ campaign which went live on February 7, and the 'West' campaign which was launched last week with results for both campaigns to come in our next report.
We are currently working with our PR team to gain coverage for the upcoming Grampians Grape Escape, and we are in the final stages of planning all the details around our Postcards television program episode which will be filmed in early May and is a wonderful collaboration between local government, industry and Grampians Tourism.
Thanks for reading and please contact us if you have any questions!