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Welcome to the Quarterly Marketing Report from the team at Grampians Tourism.

These reports are sent out quarterly and we hope they are of interest to you. Please let us know if you would like more detail on any aspect of the report.

CONTENTS

1. Quarterly Activity Summary
2. Website Results
3. Facebook Results
4. Instagram Results

QUARTERLY ACTIVITY SUMMARY

During the final quarter of the financial year, Grampians Tourism were involved in a range of marketing activities including:
• ‘The Grampians Way’ destination campaign
• Grampians Grape Escape
• Postcards
• Visit Victoria ‘Your Happy Space’ Magazine inserted into the Sunday Herald Sun
• Launching a new website
• Digital campaign to promote visitation over the June Long Weekend

The following information is based on April 1st – June 30th 2019.

WEBSITE RESULTS

NEW Visit Grampians Website!


In this quarter we were thrilled to deliver a fresh iteration of the Visit Grampians website. With ever-increasing insight to the user experience and journey from lead generation, to navigation and user interaction, we were able to deliver an asset that seamlessly strikes a visually-appealing balance between user experience and stakeholder representation.

Guided by the data yielded from our analytics, we were able to ensure improved user functionality and holistic representation of what's on offer in our region and continue to refine and sophisticate certain functions to increase time on the site and conversions.

Website Report: visitgrampians.com.au


Traffic to www.visitgrampians.com.au continued to grow, attracting 132,207 users during the quarter, an increase of 21% on the previous period.

Again, it was positive to see so many new users finding our website, with over 91,000 of these website users being new users.

An average of 2.18 minutes was spent on the site and 3.3 different pages were visited, with these results consistent with the previous quarter.

Google and Facebook directly resulted in 2,643 ‘conversion’ events. Conversions are a range of possible actions taken by a user on the Visit Grampians that signify a high intention to visit.

Google Ads deliver a larger volume of high intent or ‘in-market’ users to the website due to the nature of the search, and contributed to 92% of all conversions.

Website click outs could be considered the highest intent action to visit the Grampians region. Facebook has contributed to conversions to a lesser extent, as the main role of Facebook is to create awareness and engagements that lead to conversions at a later stage.

FACEBOOK RESULTS

Visit Grampians Facebook page grew in followers from 31,341 on 1 April to 32,342 by 30 June 2019, an increase of over 1,000 followers.

During this period, the total post reach was over 1,548,846 people, outstanding growth on the period prior 01/01/2019 - 31/03/2019.

 

2 of the Top Performing Facebook Posts:

REACH: 54,718
REACH: 74, 438

INSTAGRAM RESULTS

@thegrampians Instagram account grew in followers from 27,418 on 1 April to 28,940 by 30 June 2019, an increase of over 1,500 followers.

During this period, the average reach per post was over 10,000 people.

2 of the Top Performing Instagram Posts:


Likes : 1,900


Likes : 1,800

DIGITAL ADVERTISING RESULTS

Social Media Advertising

“The Grampians Way” campaign continued to effectively utilise Facebook Carousel and Video ads to create awareness, with a high number of impressions achieved this quarter (1,146,977), a 29% increase on the previous quarter.

Facebook is also a strong platform in creating user engagement due to the interactive nature of the platform.
This quarter 89,752 users engaged with the Grampians ads and the Facebook ads generated 5,430 link clicks.

Google Advertising

Google advertising generated a total of 43,495 sessions to the Visit Grampians website, which is 75% higher than the already successful previous quarter. This result can be attributed to some additional budget directed towards this channel, prioritising campaigns that have the most success in delivering users to the website and the public holidays of Easter, ANZAC Day and Queen’s Birthday long weekend.

”The Grampians Way” creative switched from Autumn to Winter messaging on June 1st, and data indicates these ads were not as well-received as Autumn. Creation of new Winter photography assets for future campaigns is currently being planned.

Google Ads generate 43,495 users to the website – up another 75% compared to previous quarter. Google Ads resulted in 33% of the total website traffic – compared to 23% last quarter.

OTHER ADVERTISING & PARTNERSHIP ADVERTISING RESULTS

Postcards

Grampians Tourism, in conjunction with our local government and industry partners, hosted Postcards Travel in the region for five days of filming in early May. The Grampians Four-Part Special went to air on Sunday 2nd June at 5.30pm. This special feature was designed to increase front of mind awareness for the Grampians region in our key target market and encourage visitors to visit towns and villages right across the region. Grampians regions featured include;

Pomonal
Wartook & Laharum
Great Western & Mount Langi
Dunkeld

The episode achieved the following results: Average Victorian Audience: 230,000 Weekly Cumulative National Reach: 566,000

PR HIGHLIGHTS

PR coverage during the period of April – June achieved:

reached a cumulative audience of 3,275,680 people and had an advertising value of $326k.

This activity was largely attributable to the Grampians Grape Escape event, held in May, which had a PR campaign as a key element of the event marketing.

Newspapers accounted for 93% of the cumulative audience.

A piece by Susan Bugg on Grampians Grape Escape was syndicated through the News Ltd. Newspapers and reached an audience of over 1.2 million.

EVENTS

Grampians Tourism collaborated with the Grampians Grape Escape board to deliver elements of the marketing for the 2019 event held on the perfect Autumn weekend of May 4th and 5th.

The marketing campaign included:

  • -  PR campaign through Progressive PR

  • -  Visit Grampians Website landing page and homepage feature

  • -  Visit Grampians Facebook and Instagram channels

  • -  E-Newsletters

  • -  Radio advertising

  • -  Visit Victoria ‘Your Happy Space’ magazine (Sunday Herald Sun)

2019 was the 28th Grampians Grape Escape Escape, and this year attracted a crowd of 8,153. This was a record crowd for the event and a 7% increase on 2018.

This event enables us to build the profile of the region, in particular, our outstanding wine and food offering. The event continues to reach new audiences, with 40% of patrons attending for the first time, and 94% indicating they would or probably would return again in 2020.

Congratulations to all involved in this exceptional event for the Grampians.



Thanks for reading and please contact us if you have any questions!

Contact us:

Marc Sleeman, CEO
e:ceo@grampianstourism.com.au 
p: 0437 530 148

Serena Eldridge, Business Manager
e: manager@grampianstourism.com.au
p: 0438 003 162

Sarah Myers, Marketing & Brand Manager

e:marketing@grampianstourism.com.au

Amanda Cochran, Digital & Marketing Assistant
e:digital@grampianstourism.com.au

Caron Fraser, Account and General Enquiries 
e:admin@grampianstourism.com.au
p: 03 5356 4865
f: 03 5356 4238


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Grampians Tourism · PO Box 81 · Halls Gap, Victoria 3381 · Australia