Case Studies

Start Feeling It – Campaign and Website

The 2020 Black Summer fires affected the Sapphire Coast NSW economy drastically. Then only a few months later in March 2020 COVID-19 hit, resulting in travel bans, new mandatory regulations for businesses and interstate border closures most notably the VIC-NSW border closure that locked out the majority of Sapphire Coast NSW visitors. How do you promote a region responsibly and mindfully during an unprecedented time like 2020, whilst giving the visitor economy the best chance at riding out the storm? ‘Start Feeling It’ was the answer, providing high quality web content to appeal to the visitor’s dreaming and planning phase, whilst riding on the success of ‘Empty Esky’ and ‘Spend With Them’ to showcase local businesses who could offer their products and services online, thus elevating existing product into the online space.

The Brief

Develop and implement a digital recovery campaign to help the Sapphire Coast NSW community rebuild post Black Summer 2020, to help showcase local product online and to drive future visitation to the Sapphire Coast NSW post COVID-19.

The Approach

The Destination Agency developed:

  • Start Feeling It campaign
  • Start Feeling It campaign site / micro site
  • Branded Start Feeling It shared image library for local stakeholders / industry operators
  • Start Feeling It video content
  • Social media organic and paid content (Facebook and Instagram)
  • Google search and display ads
  • Media and PR activity

The Outcome

The campaign elevated the Sapphire Coast NSW online presence, showcased local businesses whose online offerings appealed to the visitor market, and spread the message that the Sapphire Coast NSW is an ideal domestic tourism destination to discover/rediscover once travel is back on the cards.

The Result

The campaign is ongoing. Visit the Start Feeling It campaign site here.

Interested in working with The Destination Agency?