Challenge
People used to come from far and wide to work in tourism in Australia. But Covid changed all that. And the industry still hasn’t fully recovered.
So when the Victoria Tourism Industry Council asked us to entice locals to attend their Tourism Careers Expo, we knew we had a job to do.
How could we help them not only launch their Expo, and showcase the opportunities? Oh yeah, and we had to do it with only 6 weeks lead time, in the dead of winter.
Solution
From awareness to inspiration, we created a multi-channel campaign. We streamlined the registration process. We created inspiring content and captured data. And through a bespoke approach to our social media marketing, we got the attention of our niche target audience across multiple touch points on Meta, nurturing their interest in the Expo.
In only 2 months, we executed a conversion funnel that excited, engaged and moved people to act. Did it work? In the words of VTIC’s COO, Chris Porter, “they delivered a well-coordinated and effective marketing plan that played a key role in the event’s success.”
