Case Study

Clarence Valley

Council

Clarence Valley

Services used in this project:

The Challenge

Clarence Valley is a wonderful union of both bush and coast covering over 10,000 km of natural landscapes with nearly 500 parks/reserves and approximately 80kms of coastline. After the development of a new brand to promote the region, Clarence Valley Council was in need of a strategic blueprint to engage the local tourism industry, guide marketing activities and help the newly formed Destination Marketing Team develop experiences for the target audience of Active Families.

Solution

Through broad industry, community and council consultation involving workshops and face-to-face interviews with over 30 parties, a strategy with four overarching goals was developed with cascading, timetabled actions for both the Destination Marketing Team and tourism operators. Housed within the strategy document was a three year marketing plan and one year communications schedule to unify the tourism industry, increase brand awareness and build engaging content to reach target audiences.

Results

Now a year into implementing the strategy, the Clarence Valley Destination Marketing Team has moved at lightning speed to set the foundations for industry unification and maximize their owned, earned and paid channels. They are currently running a series of targeted digital campaigns to build visitation and are using Leonards Live to effectively manage all deployments to council and tourism databases.

 

List of Services Provided:

  • Research
  • Strategy
  • Community consultation
  • Media releases
  • Marketing and communications plans
  • Copywriting
  • Leonards Live
  • Campaign microsites