Tourism Central Coast: Have a Little Adventure

Tourism Central Coast, the official tourism marketing board for the Australian Central Coast region, increased tourism levels by creating a suite of TVCs showing the little adventures it offers.

Campaign Purpose

The Central Coast (Coast), just an hour north of Sydney (in NSW Australia) had a tourism problem. People had stopped coming, and tourism spend in the region had been declining in real terms since 2014.

Extensive research showed that Sydneysiders, traditionally the Coast's biggest source of visitors, regarded it as bit downmarket - "the Bogan capital of Australia".

Plus, Sydneysiders were actively dissuading overseas and interstate visitors from holidaying there. To change this deeply-ingrained behaviour - we needed to leverage the power of smart data.

Campaign Objectives

In being charged with marketing the Central Coast as a desirable...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands