The Results Are In: Grand Pacific Drive

August 1, 2008

As the 2007 holiday season approached at the end of last year, WISDOM was working hard with Tourism Wollongong to launch an advertising campaign for early in the new year. The campaign was an integrated television and press campaign for the Grand Pacific Drive in conjunction with Tourism NSW. The goal of the campaign was to drive traffic to the Grand Pacific Drive website. The website www.grandpacificdrive.com.au has tourist information about the drive while also linking to Tourism Wollongong's site that has information about the whole area. The TV campaign call to action was to log onto the site along with a competition developed by Wisdom where people could win a Dream Day.

Six months on, Greg Binskin from Tourism Wollongong has been able to measure the success of the campaign and truly significant results emerged.

"The campaign was a complete a success in every respect. The timing of the campaign was important and Wisdom's input was tremendous" said Greg.

During the campaign times of 6th January and 6th February the website spiked 10 times more traffic to the site than it normally receives. Incredibly 48% of those visits where from direct traffic, meaning people entered via the advertised URL address of www.grandpacificdrive.com.au as opposed to coming from a referring site. The site was also was one of the fastest moving 100 sites in the country during the month as reported by Hitwise Australia.

Some 769 entries to the competition where received with 42% coming from the target market, most of which gave permission to be included in forthcoming promotions. A backup email was then done advising competition results which again resulted in increased traffic back to the site.