Sydney’s West – The Ultimate Weekend Brand Campaign

Objectives

• To create a destination campaign around the weekend 23 and 24 March 2019, when Sydney’s West was playing host to three well-known sporting events.
• To boost visitation to NSW.
• To contribute to the growth of the Western Sydney visitor economy.
• To promote brand Sydney’s West as a desirable destination, a place for fun and excitement, a place for diverse experiences, a place for friends and family to gather.
• To support Destination NSW’s major events strategy.

Strategy

• Zadro developed a strong brand, creative device and artwork for all channels including Sydney’s West and Partner websites, eNewsletters and social media.
• Zadro liaised with the various stakeholders to develop appealing offers, develop content pieces and leverage their communication channels.
• Zadro wrote and supplied content for Partners to publish across their channels i.e. social media and eNewsletters.
• Zadro managed the end-to-end production of radio advertising.
• Zadro used Facebook advertising to promote the Sydney’s West page, as well as boost various posts.
• Zadro supported the consumer-facing campaign with industry-media public relations.

Results

• Successfully launched this pilot program within 5-weeks of commencement.
• Increased Sydney’s West Facebook audience by 198%.
• Increased Sydney’s West Twitter audience by 500%.
• Reached a radio audience of 309,000.
• Increased visitation to Sydney’s West website by 722% compared to the previous 30 days.
• Fulfilled Destination NSW’s requirements for funding.