Brand:
Bundaberg Turtle Campaign 2013-14
Project:
Drive visitation during Bundaberg 2013-14 Turtle season. A fully integrated destination campaign.
Involvement:

Responsible for project managing the campaign from concept through to delivery including liaison with regional team, creative and media agencies and all internal stakeholders. Integral in development of hero imagery and campaign messaging.
And, seriously, if you’ve never been up to see the nesting or hatching of these cute little guys, make sure you do it. Words can’t describe the feeling you get from witnessing this natural wonder, but it’s something everyone should see in their lifetime. Book yourself in to see them next season – it’s a life-changing experience. www.queensland.com/turtles

Objective:

To increase bookings to the Mon Repos Turtle Experience and drive visitation to the region, increase unique website visitation, as well as driving leads to operators participating in the campaign from mid October 2013 – end March 2014.

Strategy:

Develop strategically placed activity based around the three key phases of the season – pre-season, nesting and hatching to generate visitation and interest in the campaign. Use hero imagery to help bring the campaign to life and evoke an emotional connection with the wildlife. This is a bucket-list experience and the task was to clearly identify this as a must-do activity. 

Creative:

The campaign was supported by a strong media buy across print, buses, radio, digital marketing and regional TV as well as a heavy focus on PR. The focal point of the Campaign was the Turtle campaign page within the Queensland Holidays website: queensland.com/turtles, where the unique turtle experience was brought to life including a dynamic Turtle Timeline and a‘fun facts’ infographic showcasing interesting turtle information. 

Turtles

 

Turtle timeline can be found here

Turtle Fun Facts Infographic can be found here

Results:

We achieved visitation that was just 200 people short of the highest recorded visitation for the region with the season closing 3 weeks earlier than in previous years! Leads to participating operators increased by 57.6% on prior year with unique website visitation nearly doubled on expectations. Both the region and its operators were ecstatic with the results. 

Resulting in this campaign winning Gold for Best Destination Marketing Campaign in the 2015 Australian Tourism Awards and 2014 Queensland Tourism Awards.