Great Big Adventures on the Great Western Plains marketing campaign launched

Families from Sydney and regional NSW will be encouraged to visit the Great Western Plains region of NSW – incorporating Coonamble, Dubbo, Gilgandra, Narromine and Warren – and to have Great Big Adventures across the region in the first of Inland NSW’s major Destination Appeal marketing campaigns, being launched 1 April 2104.

Run in conjunction with key partners from across the region including Dubbo City Council, National Parks & Wildlife Services, Old Dubbo Gaol and Taronga Western Plains Zoo, the campaign’s objectives include growing visitation to the region, especially during the peak April school holiday period, and driving visitors to the newly created regional website – www.greatwesternplains.com.au – where they can discover the depth and breadth of experiences on offer across the plains.

Inland NSW CEO Graham Perry said the scope of the Destination Appeal campaigns being delivered by Inland NSW in conjunction with industry partners is unprecedented.

“In our collective bid to drive consumers to consider a regional holiday, the need for major collaborative regional campaigns that really stand out has been recognised,” said Mr Perry. “We are very excited to be partnering with industry on a series of Destination Appeal campaigns, the Great Western Plains campaign being the first.

“We want to encourage Australians to discover what wonderful sights, scenes and activities we have here in our backyard in NSW, and would say “disconnect from technology, reconnect with your family and have a Great Big Adventure in the Great Western Plains” – it’ll be the best thing you’ve done in ages.”

The innovative marketing program will focus on telling a more cohesive regional travel story across the broader Great Western Plains and encourage families to discover Great Big Adventures which are being brought to life through a series of cheeky advertisements. The campaign creative reinforces the fun and adventure offered in the region and will be displayed across a suite of digital media placements, including digital banner ads, a targeted eDM program, as well as search engine marketing, from 1 to 28 April 2014.

As the starting point, the autumn 2014 campaign is focusing on three adventures from the region (1) camping in the Warrumbungle National Park; (2) Old Dubbo Gaol and (3) exploring Taronga Western Plains Zoo by bicycle.

Manager City Development and Communications, Dubbo City Council and Inland NSW Board member, Natasha Comber, said the differentiator for this campaign was its holistic regional nature.

“We believe that in order to grow visitation to our region, the way forward is through collaborative cross regional partnerships that meet consumers’ needs for information rather than being driven by the traditional Local Government Area boundaries,” explained Ms Comber.

“We need to recognise the routes they’re travelling and group like-minded experiences and attractions in a compelling way that encourages them to visit in much greater numbers and helps disperse visitors across our wider region.”

Dubbo City Council has worked closely with a range of operators to develop a suite of offers, which will be featured throughout the campaign – in paid media as well as on the new regional website www.greatwesternplains.com.au. Dubbo City Council’s industry partners include: Macquarie Inn, Comfort Inn, BIG4 Dubbo Parklands, Dubbo City Holiday Park and Barkala Farm Stay.

Dubbo City Council’s 3-day family experience package will also be featured through the April campaign activity, while Taronga Western Plains Zoo is promoting 25% off accommodation and admission during the autumn campaign period.