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North Coast Destination Network Launches A Winter Campaign, Enticing Victorians With Flight Specials, Arts, Culture, Food And Adventure

June 20, 2016 Destination Global No Comments Email Email

dca23c2b-d0be-4768-9942-b2ff7e50d642The North Coast Destination Network has launched a timely destination awareness campaign aimed at increasing overnight visitation to the Legendary Pacific Coast, through fly-drive offers to warmer climates and multiple arts, culture, food and adventure experiences to millions of winter weary Victorians.


North Coast Destination Network Executive Officer Belinda Novicky said the $418,000 fly-drive destination awareness campaign kicked off this month promoting positive messages about the region’s fantastic destinations and experiences while advising travellers its business as usual following the recent heavy rains.

“To make it easier for travellers to visit The Legendary Pacific Coast –, Newcastle, Coffs Harbour and Ballina Airports in partnership with Clarence Tourism, kicked off with a campaign offering travellers discounted flights to our destinations from June to October 2016,” Ms Novicky said.

“Among our key promotional tools are popular urban websites such as ArtsHub, Concrete Playground, and MiNDFOOD, showcasing our exciting experiences through strategically placed digital advertising.

“At the same time we are undertaking an 8-week digital marketing campaign in busy Melbourne office towers and cafes, promoting our destinations to more than 250,000 people each week.

“A giant outdoor digital billboard centrally located in Lonsdale Street will entice Melbournians with a classic surfing image and a live temperate feed from Byron Bay.  The same surfing image will feature on another giant billboard in Chapel Street.

“In addition, we’ve created editorial and advertorial content for the July edition of the Jetstar inflight magazine, a one-page advertorial and a two-page feature in Virgin’s Voyeur magazine, and a feature in the Australian Gourmet Traveller.

“A feature in the popular NRMA magazine ‘Open Road’ is scheduled to run in July/August and will further enhance our broad winter reach to promote The Legendary Pacific Coast touring route and featured destinations.”

The Legendary Pacific Coast is a consumer brand for the popular Pacific Highway between Sydney and Brisbane, promoted by the regional tourism authority, The North Coast Destination Network.

The campaign is jointly funded by Destination NSW’s Regional Visitor Economy Fund (RVEF), participating Local Governments and tourism industry partners. The RVEF is managed and administered by the NSW Government’s tourism and major events agency, Destination NSW.


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