We worked with Destination Riverland, and a range of key stakeholders to deliver a cooperative and collaborative marketing campaign from July to October 2021. The New Riverland campaign focus was on growing the region’s reputation into the South Australian tourism market – specifically as a destination for food and wine experiences, luxury accommodation and its connection to the iconic Murray River.
This campaign would spread the carefully crafted message of what visitors could experience as part of ‘the New Riverland’ and inspire travel itineraries in the region from new visitor markets including:
- Double Income, No Kids (DINKS);
- Young families; and
- Empty nesters.
11 key Riverland tourism operator experiences and local winter/spring events invested in the campaign and were championed as part of the marketing activity.
The campaign included a range of complementary digital-heavy content creation – including:
- social media influencer campaigns (Laura Sharrad and Rebecca Morse);
- video and photo gallery development (with help from Jacob Jennings Photography);
- social media marketing promotions;
- blogging;
- new website pages/themes;
- a small-scale public relations campaign with State and local media;
- SEM (Google Ads)
The most significant highlights of the campaign, when compared to the previous period, include:
- 83% increase in website visitors and 86% increase in new website visitors
- 190% increase in Facebook reach
- 605% increase in the number of accounts reached on Instagram impressions
- A gallery of 350 new photos and 4 x videos for ongoing promotional use
- Exceptional feedback and collaboration between regional operators
