A 12-month partnership inspiring Melburnians to get out of town and explore regional Victoria.
Tourism Victoria is Victoria’s official tourism and events company, responsible for all tourism marketing. With the increasing accessibility of domestic and international travel in Australia over the past 10 years, Victoria had experienced a significant decline in the number and frequency of Melburnians visiting regional Victoria in their leisure time.
Whilst regional Victoria is rich in world-class destinations and experiences, all a mere few hours drive away from Melbourne, there was a serious knowledge-gap amongst Melburnians.
As part of their intrastate strategy, Tourism Victoria needed a way to solidify regional Victoria as a go-to and ingrained choice for all Melburnians when making plans for their leisure time and weekend activity–showcasing all the rich and diverse experiences available, highlighting just how accessible they are from Melbourne, as well as driving action and inspiring Melburnians to ‘get out of town’ in their leisure time.
The Urban List created a long-term digital strategy that aimed to do five key things:
Generate mass reach, awareness and hype.
Regional Victoria offers destinations and experiences that are incredibly rich in beauty, and have definite viral potential. Leveraging this, The Urban List created bespoke and beautiful photography and video content in order to showcase Victoria’s regions, distributing and amplifying it all across Facebook, email, and Instagram to inspire Melburnians at scale.
Drive action, bookings and conversions.
Through a series of long-form editorial articles, all containing bespoke styled photography, The Urban List delved deeper into specific regions, events and experiences throughout Victoria, providing information and calls to action to drive bookings and conversions.
Create large-scale shareability, talkability, and referrals.
Not surprisingly 85% of millennials trust recommendations from their friends and family above all other sources (The Urban List 2016 ‘Millennial Trust’ Research). The Urban List crafted all content distribution to maximise engagement and social sharing. Through optimising peoples’ experiences when exploring regional Victoria, The Urban List also successfully drove customer advocacy and retention.
Foster goodwill throughout Victoria’s Regional Tourism Bodies.
The Urban List placed a keen emphasis on customer service and client management, with account managers and campaign strategists supporting and helping to facilitate the marketing activities of RTB’s throughout the entire campaign.
Leverage data and audience insights to constantly optimise activity.
Over the course of the 12-month partnership, The Urban List used data and market research to ensure all campaign elements were optimised on an ongoing basis for the duration of the campaign, working with Tourism Victoria to guarantee all campaign benchmarks were consistently met.
Creating a total of 26 editorial articles, 4 videos, hundreds of beautiful photos, countless social media posts, and a custom dedicated landing page to house all campaign content, The Urban List’s campaign successfully moved the mark amongst Melburnians and was a pivotal digital component for the Wander Victoria campaign.