The 6-month long ‘Comeback Campaign’ was launched in January 2021 to help local operators build up their brand awareness, bookings/enquiries and increase online following while recovering our region’s economy and visitor expenditure after COVID-19 disrupted a significant portion of travel in SA causing travel restrictions, border closures and low consumer sentiment.
The focus for the mini campaign will highly targeted towards visitors from Adelaide and Western Regional Victoria – the MRLC’s strongest markets and those we know who are most likely to come and visit the region in 2021.
The campaign consisted of five core elements, including:
- Nine 10-second regional television ad campaign in western Victoria which was distributed on the Prime7 Network, aired a total of 6,316 times to approx 1.2 millions viewers in Western Regional Victoria.
- Radio ad campaigns in greater Adelaide. A total impact of 779 commercials/live reads aired to radio.
- SEM – Google Ad campaigns targeting key markets and demographics. Generated 78,500 impressions.
- 15 new website blog which have gained at least 18,287 pageviews. The website had a 141% increase of visitors from the same period in the previous year.
- Social media campaigns to grow and support the region, and its operators’ digital footprint. Over the campaign’s duration, the MRLC Facebook page has reached 585,476 people.
These will also be supported by significant promotion through organic social media activity, the monthly eNewsletter and more. The spread of this work will leverage off the back of significant work we’ve already delivered as part of the 2020 campaign, and also complement major SATC campaigns which have been delivered in the same area, ensuring that when visitors chose to holiday in SA.
