The Great Sleepover Campaign

 

PHASE 1: Nov 2020 – Dec 2020
PHASE 2: Feb 2021 – Mar 2021

Campaign Goal & Idea

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 Visuals & Assets

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.

- Lee Malady

Marketing Manager, GORRT