MORE EYES ON OUR TOURISM DESTINATION IN 202I-2022 - THE CAMPAIGN KIT: A collaborative and multi-platform approach, to attract more visitors to ...
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THE CAMPAIGN KIT: MORE EYES ON OUR TOURISM DESTINATION IN 202I-2022 A collaborative and multi-platform approach, to attract more visitors to our region’s best experiences in 202I-2022. MURRAY RIVER, LAKES AND COORONG 202I-2022 MAJOR TOURISM CAMPAIGN
Our newest collaborative campaign is here, and we want you involved.
After introducing this award-winning Coorong to choose from – ranging What is the Murray River, Lakes
style of campaign back in 2019, and off from the Platinum+ ($6500), all and Coorong Tourism Alliance?
the back of the incredibly successful the way to the Digital-only package The MRLCTA is an organisation
2021 Comeback Campaign (which ($750). This ensures the campaign which looks to build the region’s
increased our digital engagement is accessible for all of our regional tourism capacity through a range of
by 143% in 2021) the 2021-22 Major operators, providing options to suit highly strategic actions. Governed by
Campaign is ready for you to invest. the size and needs of your business. a board of experts from across the
The anticipated outputs of this region, and with funding from local
This year, we will be integrating a
$100,000+ campaign, include: Councils (Rural City of Murray Bridge,
diverse package of media, promotions,
Mid Murray Council, Alexandrina
digital marketing and our popular visitor 1. 30-second SBS television (live
Council, Coorong District Council
guide into the campaign. Plus, for the and on-demand) advertisements
and the District Council of Karoonda
first time, adding in extra campaign
2. Brandcast and traditional ad East Murray), RDAMR and the SATC,
support for operators to be able to
sets with Adelaide’s SAFM radio we drive strategic development and
track the campaign’s impact on their
marketing activities for our iconic
digital platform. 3. A new 28-32 page visitor
experiences and destinations.
guide booklet
Operator investment will ensure A $100,000 In short, we support tourism
4. Major 20+ blog campaign
your place in the campaign, and NATIONAL operators to consistently
on themurrayriver.com
CAMPAIGN grow, build and improve
the level at which your business
5. Integrated social EXPECTED TO their products and services
invests will directly dictate how REACH MORE
media campaigns – – in turn driving increased
much promotion your product or THAN 1MILLION
experience will receive through the paid and organic PEOPLE visitation and economic
five core elements listed next. outcomes for the region.
6. eNews features
This integrated campaign will
7. Extra support for operators achieve two key MRLCTA strategic
There are 7 investment packages on measuring digital pillars – ‘driving demand’, and ‘working
available for tourism operators from campaign impacts better together’.
within the Murray River, Lakes and
To discuss the project, get in touch ASAP with MRLCTA Tourism
Development Manager Bill Nehmy: 0466 153 204 | bnehmy@rdamr.com.au
MURRAY RIVER, LAKES AND COORONG 202I-2022 MAJOR TOURISM CAMPAIGN 2
SHARING OUR
EXPERIENCES
WITH THE
NATION
This proven campaign style works, because our team of experts use a well-researched, data-drive approach to creating the
strategy and content which will be delivered on your behalf, all around Australia. The data outlined in the infographic (below)
summarises the exceptional outputs of our most recent campaign, and demonstrates why operators who have previously
invested consistently give us great feedback on the results they’ve seen in terms of raising awareness and bookings.
Targeting the right visitors Who creates the content?
We use a combination of beautiful imagery, aspirational We have local, award-winning experts – who are
video, experience-focussed articles and a range of digital passionate about this region – writing and developing all of
targeting tactics to get the right message, in front of the our content. This includes photographers, videographers,
right people at the right time, focussing on effectiveness writers, digital marketers and content strategists.
and efficiency in our budgets. They will work closely with the MRLCTA to deliver this program,
In the case of the upcoming campaign, our focus market keeping our operator investors (that’s you) front of mind.
will be South Australians with a thirst for adventure or love There will be times when operators will be called upon to
of the Murray River and Coorong. As state borders open, we provide information, or availability for photo/videos as well.
will also look to target other States of Australia, and possibly
New Zealand – and will manage this closely over time. Our team will be in touch when this time comes.
WEBSITE DIGITAL CAMPAIGN
2020-2I
CAMPAIGN
SNAPSHOT SOCIAL MEDIA
VISITORS UP NEW USERS ENGAGEMENT UP REACH
I46% 90% 20% IM+
PROMOTION MEDIA ENEWS OPERATORS
20+ GALLERY GROWING
AVERAGE NUMBER OF
300% 23
MENTIONS + LINKS
THROUGHOUT CAMPAIGN INCREASE IN USER 1500+ OPERATORS INVOLVED
FOR OPERATORS GENERATED CONTENT REACH PER MONTH IN LAST CAMPAIGN
20 AUG 202I 3I AUG 202I I SEPT 202I I9 SEPT-3I DEC 6 SEPT-24 OCT NOV 202I
Cut off for Support All digital SBS TV SAFM New Visitor
operator information to campaigns begin Campaign Radio campaign Guide
buy-in operators to roll out rolls out rolls out launched
MURRAY RIVER, LAKES AND COORONG 202I-2022 MAJOR TOURISM CAMPAIGN 3
PUT YOUR EXPERIENCE
IN THE SPOTLIGHT
So, what will the campaign include, and where can you expect to see
your business featured?
Regional Visitor Guide Television Radio ads sets Blogs
(print) commercials SAFM
eekly or fortnightly
W
SBS
28-32 page booklet 1 -2 months radio ad operator-focussed blogs
-3 month television
2 campaign
30,000 initial print run Links to operator websites
campaign
0 second brandcast ad
6
Detailed map as centrefold op lists of experiences/
T
0 second creative
3 sets (for Platinum level)
Highlight lists and itineraries products
ad sets
0 second traditional
3
omprehensive editorial/
C ero images of operators
H
ired on live TV and
A radio ad sets
articles featured
On Demand streaming
stimated reach of
E
Motivational imagery omplementary digital
C
stimated reach of
E 250,000 people an
marketing campaign
0% content,
6 600,000 average of 9 times
40% advertising hared across MRLC
S
Imagery of investors igh rating for key target
H
social platforms
istribution through
D (top 2 tiers only), plus market, females with
extensive network, including business name listing families, aged 25-54 ontent can be used
C
SATC, VIC’s, national by operators on own
Imagery of iconic ajority placements on
M
caravan and campaign sites/digital
regional assets popular breakfast show
shows, key visitor locations, logs featured in
B
inks to 30-second
L adio ad recordings
R
ATE conference and event monthly eNews
creative available for available for investors
participants
sharing and downloading to use/share stimated reach between
E
xpected readership
E 30,000 to 50,000 people
of 100,000+
Social Media Google ads eNewsletter Operator Support
campaigns Package
arious campaigns run
V eature articles in
F
onthly campaign themes
M over 3-6 month period eNewsletter (distribution hort explainer video/s
S
developed upward of 1000+ regional on how to track website
perator key words used
O
ll operator investors
A leaders and stakeholders) traffic
to target audiences
mentioned in feed, stories irect communication
D hort explainer video/s
S
perator business titles
O
Ongoing paid campaigns to State and National on how to track social
used for ad sets
aid campaigns created
P tourism leaders and media impacts
stimated 90,000
E networks
with carousels, instant hort explainer video and
S
impressions
experiences notes on how to track other
Estimated reach 200,000 Estimated key metrics influenced
1000-2000 by the campaign
eatures on Instagram,
F
clicks to website
Facebook and YouTube ailored one-on-
T
uilding SEO
B one support can be
pportunity for video on
o
strength on negotiated
Instagram reels
key words
ome operator content/
S
event details shared
MURRAY RIVER, LAKES AND COORONG 202I-2022 MAJOR TOURISM CAMPAIGN 4
CHOOSE YOUR
INVESTMENT
This will be the only major campaign run in 2021-22 which attracts matched funding from the
MRLCTA and SATC. This means the campaign is heavily subsidised.
ENTRY DIGITAL
PLATINUM+ (3) PLATINUM (3) GOLD (4) SILVER (4) BRONZE (6)
ASSET (UNLIMITED) (UNLIMITED)
$6500 +GST $6000 +GST $4000 +GST $3000 +GST $2500 +GST
$1500 +GST $750 +GST
VISITOR Full page,
Full page, Full page,
GUIDE premium Half page Third page Third page —
position neg position neg
advert position
VISITOR Feature in Feature in Feature in Feature in Feature in
— —
GUIDE content articles, lists articles, lists articles, lists articles, lists articles, lists
VISITOR Lead page Lead page
Yes Yes Yes — —
GUIDE photo image image
Feature in Feature in
TV AD
30 sec ad on 30 sec ad on
Live and on — — — — —
live and on live and on
demand (SBS)
demand demand
RADIO
Feature on 1 x Feature on 1 x
SAFM — — — — —
brandcast ad brandcast ad
Brandcast
Feature in Feature in Feature in
RADIO
traditional traditional traditional — — — —
SAFM ads
radio ad set radio ad set radio ad set
Lead in Lead in Lead in Lead in Lead in
two blogs, two blogs, one blog, one blog, one blog,
mentions mentions mentions mentions mentions Mention in
in others, in others, in others. in others. in others. 1-2 blogs.
BLOG —
hyperlinks hyperlinks Hyperlinks Hyperlinks Hyperlinks Hyperlinks
to website. to website. to website. to website. to website. to website
Images in Images in Images in Images in Images in
2-3 blogs 2-3 blogs 2-3 blogs 2-3 blogs 1-2 blogs
Key words Key words Key words
Key words Key words
included in 2 included in 2 included in 2
GOOGLE ADS included ad included ad — —
(or more) ad (or more) ad (or more) ad
set set
Sets Sets Sets
Lead on Lead on Lead on Lead on
Lead in one
2 x paid 2 x paid 1 x paid 1 x paid Inclusion
SOCIAL ad campaign,
campaigns, campaigns, campaigns, campaigns, — in one ad
Paid inclusion in
inclusion in inclusion in inclusion in inclusion in campaign
one other
one other one other one other one other
5 organic 5 organic 4 organic 4 organic 2 organic 1 organic
SOCIAL
posts, more posts, more posts, more posts, more posts, more — posts, more
Organic
in stories in stories in stories in stories in stories in stories
2 x photo 2 x photo 2 x photo 1 x photo 1 x photo 1 x photo 1 x photo
eNEWS articles (or articles (or articles (or article (or article (or article (or article (or
events) events) events) event) event) event) event)
Support Support Support Support Support
SUPPORT
package to package to package to package to package to
To set up
help measure help measure help measure help measure help measure — —
campaign
digital traffic, digital traffic, digital traffic, digital traffic, digital traffic,
tracking
other other other other other
*MRLCTA reserves the right to refuse unsuitable advertisements. All prices are excluding GST.
MURRAY RIVER, LAKES AND COORONG 202I-2022 MAJOR TOURISM CAMPAIGN 5
ORDER FORM
Company:
Contact name:
Billing address:
Postcode:
Phone: Email:
Package request
PLATINUM+ = $6500 +GST (3 packages available) BRONZE = $2500 +GST (6 packages available)
PLATINUM = $6000 +GST (3 packages available) ENTRY = $1500 +GST (unlimited packages available)
GOLD = $4000 +GST (4 packages available) DIGITAL = $1500 +GST (unlimited packages available)
SILVER = $3000 +GST (4 packages available)
I have read and accept the terms and conditions on page 7.
Please submit order form to Tourism Development Manager Bill Nehmy, who will confirm package acceptance and issue an invoice.
Signature: Date: / /
Post Email Phone
Murray River, Lakes and Coorong bnehmy@rdamr.com.au 0466 153 204
137 Adelaide Road
Murray Bridge SA 5253
Your investment in action
Below are some samples of our previous campaigns
in action, including the 2020 Visitor Guide, television
advertisements and blog campaigns.
MURRAY RIVER, LAKES AND COORONG 202I-2022 MAJOR TOURISM CAMPAIGN 6
ARTWORK
Page sizes Artwork files
Print ready PDF: Please ensure that all
images are CMYK, not RGB. Embed all
fonts and resolution at 300dpi at 100%.
Please include 3mm bleed all edges, and
Full page ad
no printer marks.
Page size: 285mm tall x 210mm wide
Visual size: 265mm tall x 190mm wide PDF files will not be altered. If PDF files
Bleed: 297mm x 216mm (3mm bleed) need updating, new artwork will be required.
to all sides with no printer marks
JPEG: JPEGs can be provided at correct
final size in CMYK and 300dpi at 100%.
Please include 3mm bleed all edges, and
no printer marks.
Microsoft files are not accepted.
Half page ad
Final size: 120mm tall x 178mm wide
Material delivery
No bleed required Electronic artwork at or under 8MB can be
emailed. Larger files can be sent via online
FTP like WeTransfer.com or Hightail.com.
All artwork submitted to Suzanne Green at
EnvyUs Design: suzanne.green@envyus.com.au.
Third page ad
Ad creation
Final size: 80mm tall x 178mm wide If you need ads built for you, please
No bleed required contact suzanne.green@envyus.com.au.
Full page ad: $540 +GST
Half page ad: $360 +GST
Third page ad: $240 +GST
Terms and Conditions
ue to the limited number of packages,
D It’s the responsibility of the advertiser to d placements for all packages are at the
A
acceptance is not guaranteed until Tourism ensure correct and complete information discretion of the MRLCTA.
Development Manager (Bill Nehmy) is submitted, ensuring all material does not
usinesses will NOT release any creative
B
confirms in writing. infringe copyright, trademark or other laws,
content related to this campaign before
regulations in any States.
ull payment is required within 30-days
F the MRLCTA has done so, or without the
of invoice, or your inclusion in campaign usinesses release all rights of any still images
B MRLCTA’s prior consent.
will be terminated. / video taken of their business operations
ll blogs will be professionaly written with
A
during the campaign completely released
RLCTA reserves the right to refuse
M initial draft approved by business. Final
to the MRLCTA for the purposes of this
unsuitable advertisements and / or creative discretion will be with MRLCTA.
campaign, and all other tourism marketing
businesses.
campaigns for the region into the future.
MURRAY RIVER, LAKES AND COORONG 202I-2022 MAJOR TOURISM CAMPAIGN 7
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