SECOND PHASE ‘DISCOVER SOMETHING NEW’ DESTINATION MARKETING STRATEGY LAUNCHED TO INDUSTRY

On the back of an impressive 10 per cent growth in the local tourism sector, Kempsey Shire Council and Macleay Valley Coast Tourism Association have joined forces to launch the second phase of the successful ‘Discover Something New’ destination marketing campaign to industry.
The second phase of the campaign will be rolled out during the 2014/15 financial year and builds on the new branding that was developed and launched a year ago as part of Council’s post-bypass economic strategy.
In addition to a major redesign of the www.macleayvalleycoast.com.au website (above), the campaign has promoted the Macleay destination in a number of ways, including a major highway promotion, the launch of a new ‘Discovery’ e-newsletter to a growing database of subscribers, and 40,000 new brochures.
This has resulted in significantly increased interest in the website and a 22.3% increase in the number of email enquiries received by the Kempsey Visitor Information Centre during the July-December period for 12/13.
Overall visitor numbers to the Macleay Valley Coast rose 11.7 per cent from 489,000 to 554,000 visitors annually during the two-year period from September 2011 to September 2013, taking the value of the local tourism sector from $173M to $189M.
Council’s Manager, Economic Sustainability Susannah Smith said the campaign was helping the Macleay compete as an attractive destination and was now beginning to achieve some major wins for the local economy.
“The success of this campaign has been the input and support it has received from business and industry,” she said.
“Our local businesses are increasingly recognising the bottom line benefits that can be generated from people visiting the Macleay, whether they are here to visit friends and family, attend a sporting or business event, or take a holiday.”
Over 170 local businesses – including restaurants, retailers, cafes, accommodation provides, clubs, pubs and other general businesses – bought into the first stage of the campaign.
“The campaign has received interest and support from all types of businesses, not just those whose businesses rely heavily upon the tourism dollar,” Ms Smith said.
“The indirect financial gains of a healthy tourism sector spin across all businesses and the more active we are in promoting the Macleay, the stronger that return value will be back to our local economy.”
The second phase of the campaign aims to continue to build awareness, enquiry levels and visitors numbers, with fresh content and hot deals continuing to be uploaded to www.macleayvalleycoast.com.au
A strong new social media strategy will also strengthen the campaign’s viral marketing component, while additional traditional advertising and promotional tools including posters, bumper stickers and Busways advertising being undertaken to support the website’s ongoing promotion.
The campaign will be launched tonight at Netherby House at a combined industry networking function for members of the Macleay Valley Coast Tourism Association and both Kempsey and SWR chambers of commerce. All interested businesses are welcome to attend.