APPA Gold Award for Integration to a Media Campaign – Port Stephens Visitors Centre - 2022
Client’s Objective
Destination Port Stephens (DSP) creates, develops, and implements a range of projects and marketing programs aimed at increasing destination awareness and travel to Port Stephens. DPS builds collaborative networks throughout the region to create opportunities for new and existing tourism product and businesses.
The DPS “Incredible by Nature” Media Campaign was part of the 2020-21 Recovery Strategy providing support to the tourism industry and local businesses during the crisis and when travel restrictions lifted to drive destination marketing.
Challenge
Destination Port Stephens (DSP) and Get Smart Promo needed to create products that would build upon the brand and appeal of DSP as well as continue to promote growth and opportunity within the travel industry. The “Incredible by Nature” campaign was strongly focused on the natural beauty and wonder of the Port Stephens region including the important environmental aspect of maintaining this piece of paradise. Therefore, the products selected were often made of eco-friendly materials and the imagery and fabrics truly highlighted the colours associated with Port Stephens in nautical blues, sands, and earthy tones.
Consumers love the stylish, eco-friendly and useful range of products.
Results
All the merchandise selected was useful and re-usable and would enhance the visitor’s experience whilst on their holiday to the region. Complimenting the “Incredible by Nature” campaign, with high-quality, useful, and environmentally friendly products and procedures, further enabling extended brand exposure over the life of each product. For example: caps, umbrellas, cooler bags, drink bottles, bottle openers, stubby coolers and wine bags go hand in hand with a holiday experience. The quality and appeal of the products were paramount as we wanted visitors to remember their experience in a positive way and encourage them to return for another holiday in future.
