The City of Rockingham in Western Australia has launched a new marketing campaign focused on reminding Western Australians that the Rockingham region offers the quintessential summer holiday experience.
The promotion is set to kick off at 5.30pm on Sunday 6 December 2020 with a feature on the Destination WA TV series on Channel 9, presented by Christina Morrissy, taking a look at the abundance of aquatic activities on offer in Rockingham, as well as the many café and retail options for beachgoers.
An outdoor advertising campaign will commence the following day, showcasing iconic images of Rockingham experiences including snorkelling with sea lions and stand up paddle boarding on the ocean.
This promotion will include digital billboards on both the Mitchell and Kwinana Freeways and on the side of the Channel 9 building in the Perth CBD.
In addition, the backs of 10 buses travelling through targeted routes in the metropolitan area will also feature the iconic Rockingham branding reminding passengers and motorists of ‘where the coast comes to life’. Advertising research indicates about 570,000 commuters will be exposed to this campaign.
A digital partnership with the So Media Group will also see Rockingham summer activities profiled on the So Perth website, social media channels and email newsletter.
City of Rockingham Mayor Barry Sammels said during the last school holiday period Rockingham experienced an influx of Western Australians visiting the region for the first time, with the trend expected to continue during the summer season, adding, “The State Government’s COVID-19 border restrictions meant that many tourists who would otherwise be travelling interstate or overseas, took the opportunity to wander out yonder and rediscover Rockingham”.
He added, “This campaign is an important action outlined in our Tourism Destination Strategy and fulfils the Strategic Community Plan Aspiration of actively pursuing tourism and economic development. With summer on the horizon, we look forward to attracting even more visitors into our region over the Christmas break and beyond.”
With more first-time visitors and domestic day trippers coming into Rockingham than ever before, a refreshed destination marketing website at visitrockingham.com.au is also being launched, with the redevelopment of the Rockingham Visitor Centre website in partnership with Tourism Rockingham also a key outcome of the City’s Tourist Destination Strategy.
Also aligning with the City’s summer campaign is the publication of a new 48-page Rockingham Visitor Guide, with the magazine-style brochure will be available from the Rockingham Visitor Centre and local businesses and will be distributed at key tourist attractions, accommodation, cafes and vehicle rental centres throughout WA.
Visitors can plan their summer holiday in Rockingham by contacting the Rockingham Visitor Centre on 9592 3464 or heading to visitrockingham.com.au.
A report by John Alwyn-Jones
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