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Process
With government, corporate and public support, a series of iconic multi-location events capitalise on a groundswell of adventure tourists from all parts of the world, converging on the sunshine state in the lead up to the Brisbane Olympic Games.
Driving domestic and international visitors to hidden parts of Queensland, we deliver truly once in a lifetime cultural experiences linking music, people, art and culture.
Outcomes
As Head of Marketing, I built a new Integrated Marketing and Communications Strategy, applying a more targeted approach across organic, paid social, SEO, SEM and influencer marketing. This resulted in significant efficiencies and outcomes, helping boost brand equity, increase sales and ultimately drive economic impact for Queensland.
Key projects included a refreshed website architecture, new blog, new digital marketing strategy, new artist-centric content strategy, live analytics/dashboard reporting system and much more.
In just three months, our team genuinely transformed brand performance, increasing online reach by 4000%, attracting 450% more new customers, with 400% more social engagements, 240% more leads taken to purchase. Our new program ultimately improved marketing ROAS from $0.67 to an impressive $15 for the launch of our marquee Reef event, while also increasing the average spend per customer by 25%.
In addition, we secured key partnerships with key stakeholders across regional Queensland, empowering community voices and stimulating regional economies.