FIND YOUR SOMETHING
Identifying people's personal interests to invite them to explore the shire that has it all.
Client
Wollondilly Shire Tourism
I developed the entire brand platform and strategy that segmented Wollondilly Shire's tourism drawcards into five distinct groups with which to build specific daytrip journeys and target Sydneysiders to drive local tourism to the region. The campaign rolled out across content, outdoor, print, digital, social and a unique podcast for self-managed guided tours of each bespoke daytrip.
Through research and personally touring the Wollondilly Shire, I identified the region's places of interest could be grouped into five distinct themes: history, nature, boutique shopping, adventure and farm experiences. Social media data showed these aligned with the different interests of Sydneysiders, the primary audience for daytrips to the region. So our campaign targeted these distinct sub-audiences, showcasing pre-planned daytrip journeys on which visitors could 'FIND THEIR SOMETHING'.
The campaign featured the distinctive branding device of a flowing ribbon, intimating the Wollondilly Shire logo and representing the pathways visitors could follow.
The website provided bespoke pre-planned daytrips marking out each specific map route for tourists to follow to experience the best the Dilly has to offer in each themed area of interest.
We also developed audio guided-tours as a podcast for visitors to listen to on their way to the shire, or while stopping off at each location along the daytrip path.
Each themed daytrip featured in video content showcasing the points of interest for targeting our sub-audiences on social media and digital.
History
The Wollondilly Shire contains some of NSW's oldest surviving colonial sites including the oldest stone arch viaduct in the state, one of Australia's oldest continually operating pubs, the very first tunnel of the NSW railways, and the oldest standing timber slab church in the southern hemisphere.
Nature
With World Heritage Areas, 15-million-year-old lakes, native wildlife, and 1700 sq km of national parks, Wollondilly has endless opportunities for hiking, paddling and mountain biking.
Active
For those with a more adventurous streak, the Dilly offers mini-golf, skydiving, go-karting, paintballing, biking and canoeing.
Farm Experience
As one of Sydney's nearest rural regions, visitors can experience a range of farm experiences including tractor rides, horseriding, strawberry picking, orchards, flower growers, wineries, and the fresh produce from local suppliers.
Boutique Shopping
With the historic village of Picton at the centre of the Shire, the town offers a range of shopping from candles to fashion, homewares to antiques, toys to cafes.
Since the launch of 'FIND YOUR SOMETHING', Wollondilly has continued to expand the region's tourist trails to include the themes of bakeries, street art, and thrift shopping.