July Destination Marketing Snapshot

July school holidays proved to be busy across the region and we hope you are now able to find time to consolidate and make time for marketing as the crowds ease.

We are currently working on a new content plan that will reshape the type of content we produce and where it is distributed. As travel confidence returns in Western Australia, we now face an important junction point to develop a content plan that has relevance and value within the changing travel marketing landscape. With Tourism Western Australia inspiring West Aussies to ‘wander out yonder’ and holiday in their own backyard, it is important for the region to be able to provide some more practical detail such as ‘Guides’ and ‘How To’s’ so that visitors are educated about what they can do once they are here. Content planning will also have a ‘shorter-term’ focus rather than working on an ‘annual’ calendar as per previous years. The key learning from the last few months is to be responsive to what consumers are demanding as traveller demographics shift and members modify their business models.

If you have any questions or would like to share your feedback, please email Acting Marketing & Communications Manager Sophie Mathewson sophie.mathewson@margaretriver.com

Expressions of Interest for September Content

Free of charge inclusions in September blogs can be registered with the marketing team by Monday August 10th. Blogs scheduled are:

  • X New Experiences this Spring
  • X Artistic Adventures in The Margaret River Region
  • How To: Experience the Sapphire Blues of Geographe Bay
  • Top 10: Spring School Holidays

Free of charge inclusions in itineraries can also be registered by Monday August 10th. Itineraries being refreshed are:

  • 7 Days of Spring
  • 5 Day Luxury Itinerary
  • 3 Day Family Holiday in Busselton

Contact sophie.mathewson@margaretriver.com with your EOI

Paid Advertising

Please get in touch with the membership team for paid opportunities such as web ads, TV advertising in the Visitor’s Centres, or a top listing on margaretriver.com

Email membership@margaretriver.com

Winter Image Library

We encourage members to access our winter image collection and continue to share inspirational visuals of The Margaret River Region. Please always credit the photographers when using images.

A Wrap Up of July Stats and Marketing Activities

 Winter Instameet (Winstermeet):

The Marketing team coordinated a winter instameet from July 20th – 23rd. Read more about it in the article: ‘Winter Instameet: Winter experiences shared on Instagram‘.

Ultimate Food Lover’s Giveaway Campaign – Partnership with Snake & Herring and Yarri

This digital campaign partnership was first launched in March but paused due to covid-19 and re-launched in July. Snake and Herring and Yarri’s primary objective was to grow their database and reach a new audience.

The hero article was viewed on mr.com 6,136 times and was delivered via four digital channels, reaching a total audience of more than 112k people and securing 2,343 new subscribers for Snake and Herring and Yarri. The final number of subscribers exceeded our expectations given the current climate and reduced target audience able to travel to the region.

Event Partnerships:

Our What’s On blog resumed this month after being paused since May. Please let us know if you are holding events that we can include in the What’s On blogs for September, October and November.

Active event partnerships for July include

  • Cabin Fever Festival
  • MRR Open Studios
  • CinefestOZ

Monthly EDMs

Sent to over 30k recipients

Consumer Newsletter Sent to over 30k subscribers. 25% open rate, and 15% click-through rate

Media Newsletter Sent to over 200 media contacts. 27% open rate and 20% click-through rate.

5 New Blogs:

Social Media

Engagement, impressions and reach across The Margaret River Region’s Facebook had all increased compared to last month. Instagram reach and impressions were up, and Instagram Stories shared over July had a total reach of 82k, up 122% from the previous year. This could be attributed to the instameet held in late July. Popular images included the brilliant rainbow over the ocean we saw last week, natural encounters, and oceans.

Website

83K users up from 67k from the previous year.

Average time on page is approx. 2.6 mins (up 6.6% from previous year). Unique pageviews also up 32% from last year.

Top Countries:

  • Australia
  • USA
  • Great Britain
  • Singapore

Top Cities:

  • Perth
  • Sydney
  • Melbourne

What’s Coming Up?

  • We are busy working on a new content calendar which will provide members three main opportunities:
    • Free of Charge Content: Expressions of interest from members who fit into new blogs and refreshed itineraries planned across the coming six months.
    • Paid Advertising: Opportunity to expose your brand to visitors online, in the visitors centres, through a partnership campaign or via social media.
    • Pitch To Us! We accept story ideas year round and will help connect members to one of our approved MRBTA creatives.
  • The marketing team are busily working behind the scenes on a new look website which will launch in spring.