Case Study

“What really impressed the team was the rapid success of the campaign, which managed to break the Gold Coast into the online Top 10 ‘Travel – Destinations and Accommodation’ search category barely two months after it was launched.”
Tim Lovitt
Digital Manager
Gold Coast Tourism

The Challenge

Due to the growing trend towards online travel bookings, Gold Coast Tourism (GCT) realised the need to ensure the area was promoted as an attractive travel destination online. Moreover, the economic downturn had significant consequences on the tourism industry, with international travel dropping significantly. In order to respond to these market variables, GCT needed to implement marketing strategies to improve frequency and cost effectiveness that specifically communicated with ‘The Drive Market’ (those travellers living within three hours of the Gold Coast), who contributed a significant amount of revenue to the area.

The Solution

To underpin its digital strategy and gain greater insight to the power of different online activities, GCT used the information provided by Experian Hitwise Competitive Intelligence to determine what its target market was searching online, the websites they were visiting and how they were engaging with competitors. As a result, GCT determined the most effective mediums through which to inject their marketing dollars that enabled them to focus marketing efforts and deliver the most effective ROI for this campaign.

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