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Past campaign results

Campaigns are an opportunity to increase awareness of Eurobodalla and enhance business activity in the region. Campaigns are also an vital component of meeting our core objectives for growing the visitor economy.

Tactical campaigns align with the marketing plan to support our overall marketing communications and seasonal messaging and every campaign is measured so we can understand how successful we are at connecting with prospective travel consumers.

Every campaign aims to measure customer activity through a call to action to www.eurobodalla.com.au. We measure traffic from all the digital advertising platforms to the nominated campaign web pages and track activity out from the website to our business partners booking links.

Traffic to the website gauges the effectiveness of campaign interest and destination awareness.

Traffic bounced from the website via tracked events or actions, eg clicking a Book Now button, provides a measurement of customer conversion.

This data is useful for guiding the design of future campaigns as well as giving businesses valuable insights into how attractive their deals and offers are to consumers, and how successful their websites are at closing a sale.

2017 Spring! Bring Out Your Better Nature

Our collaborative Spring campaign Better Nature ran for 13 weeks from 4 September until 3 December 2017.

11 partners featured 9 special deals to support campaign positioning.

The campaign objective was to raise awareness of Eurobodalla's appeal as a natural, unspoilt destination and to drive leads to partners web link, email address or phone.

Targeting audiences in regional NSW, Sydney, ACT and regional Victoria, we used a combination of digital media channels to distribute campaign ads and messaging.

Here are the overall key results:

  • Campaign website pageviews - 8,477
  • Tracked website business leads - 609
  • Eurobodalla Facebook post reach – 78,512
  • Total Facebook Ad reach – 225,512
  • Total paid web display ad impressions - 11,523,868
  • Holiday newsletter distribution - 6,544 with 29.66% open rate

2017 Winter... it’s Warmer

Our Winter ...it's warmer campaign launched 19 June with 10 partner packages and special offers. The campaign ran for 6 weeks.

The campaign objective was to raise awareness of Eurobodalla food experiences and drive leads to our partner's web link, email address or phone.

Web visitation generally eases through Autumn to Winter, so we were pleasantly surprised with the activity generated around Eat Stay Play although tracked business leads were lower than expected. Direct activity to businesses is not measured however several partners indicated they saw an increase in customer enquiry and website visitation as a result of the campaign, which is great feedback.

Here are the overall key results:

  • Campaign website pageviews - 1744
  • Tracked website business leads - 193
  • Eurobodalla Facebook posts reach – 88,321
  • Total paid advertising impressions – 573,005
  • Holiday newsletter distribution - 7004 with 29.17% open rate

2017 Eat Stay Play Autumn

Our first Autumn cooperative ‘Eat Stay Play’ campaign launched 24 April with 8 partner packages and special offers. The campaign ran for 7 weeks.

The campaign objective was to raise awareness of Eurobodalla food experiences and drive leads to our partner's web link, email address or phone.

Web visitation generally eases through Autumn to Winter, so we were pleasantly surprised with the activity generated around Eat Stay Play although tracked business leads were lower than expected. Direct activity to businesses is not measured however several partners indicated they saw an increase in customer enquiry and website visitation as a result of the campaign, which is great feedback.

Here are the overall key results:

  • Campaign website pageviews - 3156
  • Tracked website business leads - 125
  • Eurobodalla Facebook posts reach – 45,125
  • Total paid advertising impressions – 404,984
  • Holiday newsletter distribution - 6867 with 32.59% open rate

2016 Go Wild Spring

This campaign launched on 10 October 2016 and ran until 10 December 2016. The campaign supported the spring destination marketing pillar – wildlife and outdoor experiences with the theme “Go Wild!” 10 businesses participated in the campaign offering a total of 9 special offers; 5 accommodation and 4 tour deals.

The key objectives of the campaign were;

  1. drive traffic to www.eurobodalla.com.au
  2. generate leads to participating business websites
  3. build greater awareness of the range of tourism product in Eurobodalla.

Partner businesses were required to create a package or deal supported by a landing page with a unique URL to receive the leads from eurobodalla.com.au for sales conversion. This enabled business to nominate their preferred booking system, channel or enquiry process.
The packages were promoted through a variety of marketing communication channels: eurobodalla.com.au, consumer newsletter, boosted Facebook posts and syndicated tweets on Twitter.

Key results in brief

The 9 week campaign successfully achieved its three key objectives.

  • The dedicated Packages campaign page on eurobodalla.com.au received 4118 views
  • 184 leads were generated to participating business websites
  • A special issue of the Eurobodalla Holiday Newsletter was emailed separately to two subscriber lists with a total of 7136 recipients. The recorded an opening rate of 33%
  • Facebook post resulted in a total reach* over 9 weeks of 79,603, and total impressions* of 114,457

Businesses who partnered in the campaign were provided with a detailed report of its outcomes.

* Reach: Post reach is the number of people who have seen a post. A post counts as reaching someone when it's shown in News Feed. Figures are for the first 28 days after a post was created and include people viewing on desktop and mobile.

Impressions: The number of times a post is displayed, whether the post is clicked or not. People may see multiple impressions of the same post. For example, someone might see a Page update in News Feed once, and then a second time if their friend shares it.

2016 It's Warmer

This campaign launched on 30 June 2016 and ran until 31 August 2016 and was targeted specifically at the Canberra market. Using a unique selling proposition that Eurobodalla is at least 6 degrees warmer than Canberra over winter, 9 partners created packages and deals to support the proposition and promote the region as an attractive winter holiday destination.

The key objectives of the campaign were;

  1. drive traffic to www.eurobodalla.com.au
  2. generate leads to participating business websites
  3. build greater awareness of the range of tourism product in Eurobodalla.

Partner businesses were required to create a package or deal supported by a landing page with a unique URL to receive the leads from eurobodalla.com.au for sales conversion. This enabled business to nominate their preferred booking system, channel or enquiry process.
9 packages were promoted through a variety of marketing communication channels: eurobodalla.com.au, consumer newsletter, Facebook, paid display and Facebook advertising, and a print brochure.

Key results in brief

The 9 week campaign successfully achieved its three key objectives.

  • The dedicated Packages campaign page on eurobodalla.com.au received 3652 views
  • 449 leads were generated to participating business websites
  • A special issue of the Eurobodalla Holiday Newsletter was emailed separately to two subscriber lists with a total of 7964 recipients. The recorded an opening rate of 38% and 23%
  • Facebook post resulted in a total reach* over 9 weeks of 120,805, and total impressions* of 106,766
  • Paid digital advertising delivered a total of 307,893 impressions and 692 click throughs to eurobodalla.com.au/package-deals

Businesses who partnered in the campaign were provided with a detailed report of its outcomes.

* Reach: Post reach is the number of people who have seen a post. A post counts as reaching someone when it's shown in News Feed. Figures are for the first 28 days after a post was created and include people viewing on desktop and mobile.

Impressions: The number of times a post is displayed, whether the post is clicked or not. People may see multiple impressions of the same post. For example, someone might see a Page update in News Feed once, and then a second time if their friend shares it.

2015 Holiday Packages

Our first campaign from the new website was launched on 15 October 2015 and ran to November 30, 2015.
The key objectives of the campaign were;

  1. drive traffic to www.eurobodalla.com.au
  2. generate leads to participating business websites
  3. build greater awareness of the range of tourism product in Eurobodalla.

Partners were asked to create a package that combined at least three contributing business offers in order to demonstrate the breadth of product available and encourage industry collaboration.
Businesses were required to create a package landing page with a unique URL to receive the leads from eurobodalla.com.au for sales conversion. This enabled business to nominate their preferred booking system, channel or enquiry process.
5 packages featuring a total of 12 businesses were promoted through five channels: eurobodalla.com.au, consumer newsletter, Facebook, Google Adwords, Public relations, and print brochure.

Key results in brief

The 6 week campaign successfully achieved its three key objectives.

  • The dedicated Holiday Packages campaign page on eurobodalla.com.au received 2449 views
  • Almost 600 leads were generated to participating  business websites
  • A  special issue of the Euroballa Holiday Newsletter was emailed to 6105 subscribers, and recorded an opening rate of 40.75%
  • Facebook post resulted in a total reach* over 6 weeks of 118,003, and total impressions* of 132,733

Businesses who partnered in the campaign were provided with a detailed report of its outcomes.

* Reach: Post reach is the number of people who have seen a post. A post counts as reaching someone when it's shown in News Feed. Figures are for the first 28 days after a post was created and include people viewing on desktop and mobile.

Impressions: The number of times a post is displayed, whether the post is clicked or not. People may see multiple impressions of the same post. For example, someone might see a Page update in News Feed once, and then a second time if their friend shares it.