Start Feeling It – Campaign and Website

The Start Feeling It campaign was developed to provide a solution for responsible destination marketing through the COVID-19 pandemic, with the ability to quickly pivot messaging to reflect dynamic circumstances. The campaign and collateral was focused on leveraging local businesses who could offer their products and services online, thus elevating existing product into the online space and increasing local industry resilience.

The Brief

Develop and implement a digital campaign to kick-start recovery for the Sapphire Coast NSW tourism industry following the 2020 fires, and to sustain visitor interest and future visitation to the Sapphire Coast following travel restrictions throughout COVID-19.

The Approach

The Destination Agency developed:

• Start Feeling It campaign site, including site collateral and rich story content
• Branded Start Feeling It shared image library for local stakeholders / industry operators
• Start Feeling It film campaign
• Social media organic and paid content (Facebook, Instagram, YouTube)
• Google search and display ads
• Media and PR activity

The Outcome

The campaign boosted the Sapphire Coast digital profile, elevated local businesses and positioned the Sapphire Coast as a premier regional destination to discover / rediscover for future domestic travel.

The Result

The Start Feeling It campaign led to a sharp increase in destination interest, web hits, business activity, and a major increase in social media followers and engagement. The successfully incentivised local businesses to improve their digital profile and offerings, therefore enhancing industry resilience.

The campaign ran throughout 2020.

Start Feeling It – Film Campaign

Services

Marketing, Communications and Interpretive Projects, Website Development