Case Study


Tourism Industry Council NSW

Public Relations, Design, Digital and Social

2013 NSW Tourism Awards

Objectives:
  • Increase the longevity of the awards program and expanding the ‘experience’ to cover an 18-month period
  • Increase the number of submissions by new and repeat businesses; this also includes the increase of activity for initiative ‘Tourism in Focus’
  • Communicate the benefits of entering the awards, including the business ROI for all applicants
Strategy:
  • Deliver PR campaigns based on key award program milestones
  • Create a brand for award program engagement initiative ‘Tourism in Focus’
  • Social media management – posting, monitoring and responding on Facebook, Twitter and LinkedIn
Results:
  • Created a successful brand for the award program initiative and supported that with the delivery of a successful PR and social media campaign
  • This was the fourth time Zadro was re-contracted to manage the PR, digital and social media requirements of the NSW Tourism Awards, owing to the outstanding success of previous campaigns.
  • The PR results achieved from January 2013 to November 2013 were as follows:
    • A total of 242 clippings valued at an estimated $1,350,117 in PR value
    • A 182.02% increase on results achieved in 2012
    • An ROI 31.3 times the client’s investment

In a recent client survey, Zadro achieved a Net Promoter Score of 91!