If you’re a Sydneysider, the Central Coast has tended to be that stretch of NSW you pass on the way to Byron or the Gold Coast. Not any more. Tourism Central Coast wants people to know the region is much more than that, and Affinity and Limehouse have been given the job of making its wish come true.
The campaign is called Have a Little Adventure and its aim is to present the Central Coast as a destination in itself, highlighting all the great things it has to offer. The campaign, led by data-led agency, Affinity’s research, plans to liven up the short-stay travel market by promoting the Coast as Sydney’s best-kept adventure secret.
“Our research identified very early on that there was a clear disconnect between perceptions of the Central Coast and the actual reality. In order to shift these views, we’ve blended primary qualitative, quantitative and real time analytics data to create region-specific insights that, in-turn, informed a brand positioning we know will resonate with Sydneysiders,” stated Luke Brown, chief executive officer at Affinity.
The campaign also marks the redefining of Limehouse. What was once a print shop is now a fully integrated production service across all media channels including TV, “driven by the market, but quite different to everyone else out there, including the traditional TV/video production and post houses. Integrated productions have grown to be 50% of our work and will soon become the majority of our work,” explained Duncan Harriss, managing director and executive producer of Limehouse Creative.
As well as being hobbled by misguided perceptions, the Central Coast has never been marketed effectively as a region before, so there’s also a lack of knowledge about the attractions the Central Coast has to offer. Central to the campaign, therefore, is a fresh website offering a wide range of curated itineraries from the very best in nature trails, to relaxation hot spots and hidden beach gems, and provides the platform to allow visitors to custom create their own adventures.
“From the coast all the way to the hinterland, our region has some of NSW’s best kept secrets. Whether you’re an adventure-seeker, foodie or just looking to relax and unwind, we’ve got the perfect little adventure waiting for you. Affinity’s work will not only help reposition but will surface all the amazing things that the region has to offer,” added Russel Mills, director, industry services and partnerships, Tourism Central Coast.
The campaign includes online, social, outdoor, PR and TV.
Credits
Agency: Affinity
Chief Executive Officer: Luke Brown
Chief Strategy Officer: Angela Smith
Executive Creative Director: Leo Bajzert
Head of Design: Jenna Duncan
Art Director: Melba Gounas
Business Executive: Neisha Sinadinovic
https://youtu.be/5wGy8FuQZb0
Production & post production: Limehouse
Managing Director and Executive Producer: Duncan Harriss
Executive Creative Director & VFX: James Lucas
Head of 3D: Chris Andrews
Shoot Producer: Briony Luschwitz
Post Producer:Ashlee Savins
Director & DOP: Toby Heslop
Drone Operator: DroneFX
Audio: Rumble Studios
https://youtu.be/-Ot_pv9SWvE
