WILD ABOUT WHALES CAMPAIGN MAKES A SPLASH

The NSW National Parks and Wildlife Service (NPWS) has wrapped up a spectacular whale watching campaign season with early insights showing excellent results delivered through its annual Wild About Whales campaign.

Over the campaign period from 1 June to 30 November last year, Wild About Whales saw a 61 per cent increase in visits to the campaign website.

There was also fantastic growth in the Wild About Whales social media communities engaging more than 25,000 whale-loving fans across Facebook and Twitter, as well as thousands of downloads of the Wild About Whales mobile app, which gave visitors the opportunity to log their whale sighting along the NSW coast.

Thousands of whale sightings and photos were shared over the season, while growth in bookings for participating stays and experiences suggest the community was taking its online experience outdoors and into the beautiful coastal regions of NSW.

Although whales migrate along the entire NSW coastline between June and November, the most popular spots for whale watching are Sydney and Port Stephens. Many people said they have visited a national park close to home on a day trip, or stayed overnight as part of a short break or holiday.

Since its launch in 2010, Wild About Whales has grown to be a comprehensive multi-channel campaign, with the campaign website supported by a mobile app, media/PR activities, advertising, social media, partnerships, point of sale materials and enewsletters.

It is the lead promotional message for NSW’s coastal national parks during the cooler months and has grown steadily in reach and engagement over the years.