Awaken Media’s “Seek Offbeat” campaign for the City of Newcastle in regional NSW tapped into a universal insight – people desperately need holidays. Australians sought affordable escapes to recharge, reconnect, and enjoy quality family time. The campaign delivered over $1.8 million in potential leads to local tourism operators, vastly surpassing forecasted targets by an impressive 1180%. We created a user-friendly platform offering irresistible deals, making planning and booking seamless.

Critically, we linked everyday Australians with local small businesses, the backbone of the economy, driving substantial leads and business growth. By making accessible, affordable, and engaging travel options within a manageable four-hour drive, we significantly increased visitation and supported local tourism operators.

Challenge, Context and Objectives

City of Newcastle needed to stand out in a fiercely competitive domestic tourism market. As cost-of-living pressures grew, Australians were re-evaluating travel priorities, opting for affordable getaways over expensive international trips. However, with major destinations like Byron Bay and the Gold Coast dominating consumer consideration, Newcastle risked being overlooked despite its rich cultural and natural offerings.

The challenge was twofold: first, to shift perceptions of Newcastle as a compelling alternative to traditional coastal getaways; and second, to convert passive interest into real bookings, driving direct economic impact for local operators. Recognising that families and individuals sought meaningful yet budget-friendly experiences within a short drive, we positioned Newcastle as the must-visit offbeat escape – an accessible, vibrant, and diverse alternative to the usual hotspots. By leveraging data-driven insights and competitive differentiation, our campaign combined high-impact storytelling with a seamless booking experience, making it easier than ever to discover and visit Newcastle.

Insights and Strategy

Our strategy leveraged a critical insight: Australians genuinely needed holidays to recharge and reconnect, yet financial and time pressures limited their options. Families, particularly children, valued quality time together far more than luxury or expensive trips. Recognising this, our approach focused on affordability, convenience, and simplicity. We created a centralised “Hot Deals” platform on Visit Newcastle’s website, showcasing appealing, easy-to-share offers from local businesses, providing immediate value and affordability.

Strategically, our aim was two-fold: connecting travellers to local businesses effortlessly and making the travel booking experience simple and attractive. By ensuring these affordable escapes were within an easily manageable four-hour drive radius, we made it practical for families and individuals to plan quick, cost-effective holidays. Premium partnerships with influential publishers such as TimeOut and Nine Travel amplified our reach, enhancing credibility and delivering engaging, actionable content directly to consumers during key travel planning periods.

Execution and Audience Engagement

Execution centred around compelling storytelling and impactful visual content through trusted publishers TimeOut and Nine Travel. Articles and videos showcased Newcastle’s varied attractions – from beautiful beaches and unique dining experiences to quirky, offbeat local activities – highlighting the city as a perfect, family-friendly and accessible destination.

A robust digital execution supported the content strategy, including strategically targeted Google Performance Max and Meta ads. These efforts efficiently captured high-intent users actively planning trips, guiding them seamlessly toward the “Hot Deals” page on the Visit Newcastle site, offering clear, convenient pathways for direct bookings.

We focused heavily on creating and sharing easily accessible, engaging content such as short-form videos on platforms like Instagram, Facebook, and TikTok through paid and publisher created content. This increased shareability, further driving audience engagement and conversion. The straightforward, user-friendly booking process aligned directly with audience preferences, facilitating easy planning and immediate action.

Results and Impact

The “Seek Offbeat” campaign generated notable results, increasing visibility, engagement, and direct local business impact. Website traffic to Visit Newcastle increased by 8% year-over-year, with audience engagement deepening significantly – dwell time improved by 133%, reflecting heightened interest and genuine engagement.

Most importantly, our strategy significantly benefited local businesses. The campaign delivered over $1.8 million in potential leads to local tourism operators, vastly surpassing forecasted targets by an impressive 1180%. Premium publisher content performed remarkably well, with Time Out content delivering 525% above benchmark engagement. Meta ads particularly excelled in conversion, with direct bookings at 99% above the average.

This integrated, highly targeted approach solidified Newcastle’s reputation as an attractive, affordable, and practical destination, significantly increasing bookings during traditionally quieter shoulder periods. By simplifying and streamlining the path from inspiration to action, we delivered measurable, substantial business outcomes and reinforced Newcastle’s position as a favourite destination for accessible family and individual travel.

Thank you…