Case Studies

Tathra Recovery Campaign

In 2018 the Tathra bushfire burned over 1,250 hectres of farmland and forest reserves before impacting the village of Tathra, with the bushfire destroying over 100 structures, including 69 homes and a number of tourism businesses, including a caravan park.  

The Brief

Develop and implement a campaign to help the community rebuild and drive ongoing visitation to Tathra, by communicating that the area is still open for business.

The Approach

Within 48 hours of the fire, a campaign was created and delivered in-market, working with affected stakeholders including Tathra tourism industry operators, local government and DNSW.

The campaign consisted of:

  • Social media organic and paid content (Facebook and Instagram)
  • Google search and display ads
  • Creation of new website landing page
  • Development of video content
  • Media and PR activity

The Outcome

The campaign spread the message that Tathra was still open for business and assisted in limiting booking cancellations during peak Easter weekend.

It also provided industry operators with messaging and content to help them in their own marketing efforts. 

 

The Result

“The strong messaging and lightning speed at which the ‘open for business’ campaign went to market helped us claw back lost bookings and in the end we got back to par on previous years over the following months. Anthony has continued to push for support and run campaign help get us back on our feet in the longer term.”

Carmen Risby, Tathra Beachside

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