Executive Summary
The Central Coast, NSW. If you lived in Sydney in 2017 chances are you had nothing good to say about it. We developed a broad marketing initiative that transformed the Central Coast from Central Bogan to "Tourism Boom"1in just six months. How did we change perceptions so dramatically? Using digital media as an innovative research tool, we created our own 1stparty data and empirically tested positionings. Data-driven insights underpinned a campaign that generated $46M in additional tourism. This paper shows how using data in new ways delivered the Coast's highest-ever tourism numbers and a...