The Great Sleepover Campaign
PHASE 1: Nov 2020 – Dec 2020
PHASE 2: Feb 2021 – Mar 2021
Campaign Objectives
The Great Sleepover campaign encouraged locals and industry partners to invite the people you’ve missed most, back to visit our region and stay for a sleepover.
Targeted first at locals, encouraging them to invite their friends and family to “Wake up to the wonder of our region”.
Then inviting our core audience – Melbourne Lifestyle Leaders to re connect back in our region.
Marketing Channels
- Direct Mail Postcard packs
- Print Advertising
- Regional & Metro TV
- Industry Toolkits
- Social Media
- Digital Advertising
- Consumer eDM’s
- Content Partnerships
- Destination Executions
- Competitions
Time in Market
Phase 1: Nov 2020 – Dec 2020
Phase 2: Feb 2021 – March 2021
Destination Participation
- 12 Apostles Coast & Hinterland
- Otways
- Apollo Bay
- Port Fairy
Campaign Creative
Campaign Results
5M
Total campaign reach
43K
Clicks to our website
40K
Postcard packs sent
4.2k
New subscribers
Final Note
The Sleepover campaign enabled us to be responsive to the opening and closing of borders – and to be able to focus where we could generate the greatest visitation.