Rationale and Strategy

In 2023, the City of Newcastle (CN) aimed to build on the success of their previous “Seek Off Beat” (SOB) campaign by launching Phase 2. The focus shifted to converting awareness into tangible results – specifically, driving direct bookings for local small business operators while maintaining Newcastle’s reputation as an offbeat and culturally rich travel destination. We created an impact on people’s holidays, their escapes from the pressure of life and we supported small business operators at a time when many are closing up shop. We delivered over $1.8m of potential leads to local tourism small business operators with a game changing strategy for Newcastle. Creating 1180% above the amount of leads than our forecast.

Phase 1 was successful in raising awareness, but Phase 2 needed to transition to a performance-driven campaign converting awareness into bookings. The objective was twofold: to maintain growing interest in Newcastle with content that unpacked the experience while driving traffic and conversions through the Visit Newcastle website.

With the insight that our target audience are stressed, time poor, under financial pressure and in need of a holiday we set out to provide them with an accessible, exciting option. With rising economic pressures, consumers are increasingly seeking short, affordable getaways that offer rich, unique experiences without requiring long-distance travel. We wanted to create easy to access escapes, by making it convenient to plan, book and travel. Not only are our demographic struggling, but so is the tourism industry, particularly in hospitality. This is where the campaign helped connect people to businesses.

Newcastle’s quirky, offbeat charm and its variety of local offers on food, drink, and accommodation make it an ideal destination for these cost-conscious travelers. By partnering with trusted publishers and featuring compelling, visually engaging content, the campaign effectively tapped into consumers’ desire for adventure while remaining within their budget.

Campaign Execution

At the centre of our campaign were the seasonal offers available to be redeemed on Visit Newcastle’s Hot Deals. This tangible incentive of cost-effective offers made the prospect of visiting Newcastle not only desirable, but accessible. This approach created a direct connection between awareness and action, transforming casual interest into bookings by offering immediate value through irresistible deals. The Hot Deals page became a critical tool in turning inspiration into real visits, aligning with the audience’s need for affordability and convenience.

The campaign strategy was phased over two key shoulder periods: February to April and then June to July, focusing on driving both consideration and conversion. The goal was to ensure that Newcastle remained visible and top-of-mind for potential visitors, while also delivering tangible outcomes for local operators. To achieve this, we partnered with premium publishers such as TimeOut and Nine Travel, leveraging their credibility and reach to craft a content-driven campaign.

The campaign featured a mix of articles and videos that unpacked Newcastle’s diverse appeal. Nine Travel spotlighted standout content, including ‘Newcastle’s food and drink scene makes it a perfect getaway’ and ‘Newcastle is home to some of Australia’s best beaches and walks: Here’s where to go,’ while TimeOut produced inspirational pieces like ’10 Offbeat Experiences in Newcastle,’ along with punchy social reels such as ‘Summer Weekend Getaway’ and ‘Winter Weekend Getaway.’ These ran across Instagram, Facebook, and TikTok from TimeOut’s accounts, linking the client’s accounts as a collaborator, boosting Newcastle’s visibility as an adventurous, must-visit destination.

This was complete with a dedicated Hot Deals page, featuring direct booking links to local operators, designed to streamline the customer journey and drive tangible conversions. The multi-channel campaign targeted potential visitors throughout their decision-making process. Premium publisher content helped build awareness and consideration, Google Performance Max targeted high-intent users actively looking to book, and Meta ads nurtured leads down the funnel.

The core ‘Seek Offbeat’ narrative remained central to the creative strategy, highlighting Newcastle’s quirky and unique experiences. Additionally, custom short form Hot Deals videos were created to showcase the best local offers, running on Instagram and Facebook to further drive traffic to the Hot Deals page. Each phase of the campaign was aligned with the seasonal bursts, ensuring that messaging and deals were tailored to the offerings available across each period. This targeted approach allowed us to effectively engage the audience and support local businesses while positioning Newcastle as an attractive, accessible destination year-round.

Proven Results and Effectiveness

Through strategic partnerships with premium publishers and a strong presence on high-traffic platforms, the campaign significantly increased traffic to the Visit Newcastle website by 8% in the same period in the previous year. The increase in dwell time by 133% reflected a deep engagement with the site’s content, particularly the Hot Deals page, which attracted a large portion of visitors. One of the standout achievements was the campaign’s direct impact on operator bookings. Media channel KPIs delivered an average of 229% over benchmark across all channels. For content performance, the standout was TimeOut (525% above average). For bookings, the standout was Meta (99% above average).

The Phase 2 ‘Seek Off Beat’ campaign delivered on awareness-building with a strong focus on driving conversions. By leveraging the credibility and reach of premium publishers like TimeOut and Nine Travel, we elevated Newcastle’s position as a must-visit, offbeat destination, effectively engaging a broader, highly relevant audience. The campaign’s core feature—the Hot Deals page—streamlined the booking process, delivering direct benefits to local operators, particularly during off-peak travel periods. This strategic combination of inspiring content and practical, conversion-driven elements was further amplified by our multi-channel approach. Utilising short-form content across social media, search, and display ads ensured maximum engagement and reach, efficiently driving both traffic and conversions. The results speak for themselves: higher engagement rates, significant growth in visitor traffic during the same period YoY, a significant increase in traffic to the Hot Deals page. 1180% above the amount of leads than our forecast KPI. These were referrals to small business operators. This campaign’s success has not only reinforced Newcastle’s appeal but proved that an integrated, innovative strategy can deliver action beyond awareness and consideration.

Thank you…