Isn't It About Time
"Isn't It About Time" Campaign Strategy
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Campaign overview
As society races forward, there is a sense that we have lost some values. But of all things Australia has lost, ‘time’ has the most resonance with our target market: Greg and Helen.
Greg and Helen are desperate to wrest back control of time - their time. They recognise that not a lot can be done about the issue in their day-to-day lives, but a holiday is when they can make it count. What they want most from a holiday is the time to relax. And what South Australia can offer, above all other Australian states, is time.
‘Isn’t it about time’ targets interstate Greg and Helen showing them some of South Australia’s most aspirational holiday experiences, supported by retail packages from our key retail partners.
The campaign is supported by a $3 million targeted marketing push through television, newspaper, magazine, digital and direct mail to our target market in Melbourne and Sydney.
‘Isn’t it about time’ runs from February to June 2009.
Why ‘Isn’t it about time’?
- South Australia offers Greg and Helen one critical factor: time
- Our wide sprawling boulevards, big sky and vast outback give a sense of the unhurried. Our lifestyle is laid-back and relaxed. This doesn’t mean slow and dull, it means time to indulge and de-stress
What is ‘Isn’t it about time’?
- ‘Isn’t it about time’ offers South Australian holiday packages from Blue Holidays, Qantas Holidays, Australian Holiday Centres and SA Visitor & Travel Centre
- In the initial phase of the campaign, promotions and packages will focus on the experiences that will most resonate with Greg and Helen: swimming with sea lions on Eyre Peninsula, a luxury island experience on Kangaroo Island and experiencing the home of Australian wine, the Barossa.
- Editorial-driven publications in Good Weekend expand on the array of experiences on offer across all of South Australia’s regions
- Major television marketing, including advertising on Foxtel and SBS, and a partnership with Ch 7’s Sunrise, will reach our audiences in Sydney and Melbourne.
- This will be backed by editorially driven newspaper inserted magazines, magazine advertising, press advertising, digital and direct mail to more than 100,000 households.
- Southaustralia.com and phone lines will act as the key calls to action for direct bookings and enquiries
What will ‘Isn’t it about time’ achieve?
Campaign Results:
- 40,000 more Australians now desire to come to South Australia for a holiday
- SouthAustralia.com traffic increased 32%
- 14,000 enquiries about a South Australia holiday were made
- 38,500 passengers representing 234,550 bed nights and $28.5 million in tourism spend in South Australia were influenced by the campaign
What did Greg & Helen think? They were:
- 50% more likely to recall the campaign
- 14 times more likely to be influenced by it
- 2.5 times more likely to consider holidaying in South Australia
- 3 times more likely to book a holiday as a result of the campaign
…thus, the campaign spoke directly and powerfully to our target audience, who represent the greatest source of potential expenditure for the state.
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