Mid-Coast Council (Destination Barrington Coast)

Mid-Coast Council (Destination Barrington Coast) has been a client of DMS since 2016. Take a look below to see how we’ve helped their region.

2016

DESTINATION MANAGEMENT PLAN

DMS provided the region’s roadmap to grow a sustainable visitor economy to 2030. Inspired by an aspirational ambition and future-focused destination positioning.

2016

2017

PRODUCT AND EXPERIENCE DEVELOPMENT WORKSHOPS

We worked with the local industry to create and develop new experiences to attract new markets and encourage visitors to stay longer and return again.

2017

2018

DESTINATION BRAND PROJECT: DESTINATION BARRINGTON COAST

We created a world class brand strategy and unique name for a new destination. It’s a story of true engagement: persistence, a little drama and success. Click to view Brand Guidelines.

INDUSTRY COMMUNICATION PLAN: POWER OF PEOPLE

We focused on building advocacy and creating champions among local and external stakeholders to bring the brand story to life.

2018

2019

INDUSTRY COMMUNICATION PLAN FOR THE 2019/20 BUSH FIRES

In a time of crisis, communication and leadership are critical. Our approach was to assist the industry by sharing information and knowledge and reinforcing unwavering support.

2019

2020

SUPPORTING COUNCIL’S RESPONSE TO COVID-19

Unprecedented times called for a strategic approach to recovery that tackles the challenge of uncertainty and avoids ad hoc actions.  Our advice assisted MCC to lead a stronger, faster and more sustainable recovery.

VISITOR SERVICES STRATEGY

In-destination visitor servicing is a critical success factor for any destination. Understanding the needs, motivations and behaviour of your target markets underpins our approach to delivering visitor services worthy of today and into the future.

2020

2020/21

DESTINATION BARRINGTON COAST VISITATION AD CAMPAIGN

Even with Covid lockdowns and starting from zero awareness of the Barrington Coast destination, the campaign’s social engagement, website traffic and enquiries have beaten all our expectations.

The campaign…

Achieved a 12.5% increase on the website traffic objective of over 22,500 unique visits per month.

Delivered over 21,000 website goal conversions for operator link clicks, calls, emails, discount link clicks and blog article clicks.

Smashed the Google Paid search objective by 44%.

Slashed the Google Paid Search & Display ads cost by up to 64% compared to travel industry averages.

Smashed the Facebook/Instagram ads CTR by a massive 179% compared to travel industry averages.

Shrunk the Facebook/Instagram ads CPC by 20% compared to travel industry averages.

Grew the visitor e-news database by 208% to promote the pre-travel experience and boost destination bookings.

See the case study video below for the strategy, creative and results.

2020/21

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