(Photo: Rotarian Athol Warman presented a gift to our guest speaker, Leanne Murphy)
Leanne described the latest MRTI’s campaign to bring tourists to the Mudgee region, on Tuesday night at the RCM meeting. The campaign includes branding, marketing, change of theme and target audience. The main focus of the campaign is based on “Female decision maker” and targeting primarily city dwellers.
As such the branding includes change of theme to “Reset your senses”, use of selective colours, tone of voice (conversational, informal, touch of romance).
Marketing campaign includes a new billboard at the Lithgow turn off, participation at Sydney cellar door, Pyrmont festival, new visitor guide (printed 100k guides, some included in Australian Travellers’ magazine) and event at Balmoral, Sydney.
Some Statistics: 524k visitors, 49 % from regional NSW, Sydney 27%, $139m spend annually, or $265 per person
Events and Award
X factor came to town, day at the green, Click campaign (mudgee smugglers), etc.
Australian traveller’s best keep secret
The “Reset your senses” marketing won gold at inland tourism award
Next Plan
Increase website visit, social media, facebook, instagram and twitter
New website launch
Regional funding from destination NSW $300k
Mudgee smuggler
Stage 2 reset your senses
Destination brand awareness