BACKGROUND
The Villages of Cabonne, namely Borenore, Canowindra, Cargo, Cudal, Cumnock, Eugowra, Manildra, Molong, Mullion Creek, Nashdale, Ophir and Yeoval, grew
due to the natural riches our environment provided; rich fertile soils and rich
in gold. As our communities evolved they have become rich in heritage, stories,
people and lifestyle.
The Discover the Riches campaign will showcase our beautiful rich
landscape and people enjoying a rich country experience. We are inviting people
to Take
a day, a week …. or a lifetime – to “Discover the Riches”.
CAMPAIGN
OBJECTIVES
- Increase profile of Cabonne Villages and Areas
- Instil local pride in the Villages, as a tourist destination and promote their many attractions and assets
- Foster community collaboration between the Villages during the campaign and beyond, and assist in developing strong partnerships
- Encourage people to visit the Villages of Cabonne
- Increase tourism to the area, by doubling the visitor economy and overnight stays within Cabonne
- Drive traffic to the specific Cabonne campaign website and Social Media channels relevant to the marketing campaign
TARGET
AUDIENCES
The largest
visitation market to the region is the ‘Visiting Friends and Relatives’
market, therefore the local market is the core target audience. The Discover the Riches campaign will have
locals wanting to discover and rediscover each of our Villages and eager to
show off what we have – they will be the campaign’s
best and greatest ambassadors.
- Primary: Residents and Local Business
- Secondary: Visitors
- Tertiary: Regional industry and Investors
Campaign tone
- Aspirational and emotive – instilling pride
- Warm and authentic – showcasing our people and our lifestyle
- Intriguing and nostalgic – evoking a desire to discover
CAMPAIGN
ELEMENTS
Television across all networks
- 1 x 30 second campaign ‘hero’ ad supported by 15 second Village ads
Campaign Website
- Showcase Villages
- Events calendar
- Subscription function
Social Media
- Integrated across: Facebook, Instagram, YouTube, Google+ and TwitterShowcase Villages by highlighting attractions, history, people and iconic images
- Share Community Events
- Encourage engagement and campaign participation by asking locals to nominate their ‘Village Gems’ e.g. favourite country pub, best picnic location, favourite place to take visitors, best local event
Campaign
Pamphlet
- Distribution through local Visitor Information Centres and key Village attractions
CAMPAIGN
SUCCESS MEASUREMENTS
- Visitation to region
- Website visitation
- Local and community campaign ownership and engagement via Social Media
