November 13, 2020
A TV advertising campaign by the South Burnett Wine Industry Association has proven so popular the group is considering running it again during the summer holidays.
The ad campaign – which was developed by the SBWIA in conjunction with local videographer Tina Torrens, photographers Nancy Jayde and Rob from We Are Explorers – began running on the WIN-TV network in the Brisbane, Sunshine Coast, Fraser Coast and Toowoomba markets in mid-October.
SBWIA president Jason Kinsella said while the campaign’s focus was the region’s wineries, its intention was to paint the South Burnett as an attractive place to visit overall.
“We wanted to show the South Burnett in a way that would make people who may never have thought about coming here sit up and take notice,” Jason said.
“The campaign is similar to what you’d expect from nationally known wine regions like the Hunter or the Barossa, and we hope it will motivate a lot more people to come here.
“We also hope the benefits of increasing visitor numbers will flow on to other tourism operators as well.”
The initial campaign was scheduled to run as 15 and 30 second ads spread over four weeks from mid-October to mid-November.
However, Jason said reaction had been so positive the SBWIA is now considering a second run over December-January – a time when tourist numbers are traditionally low.
“Many Queenslanders go overseas or interstate for their summer holidays to escape the heat and humidity on the coast,” Jason said.
“But this year, with border restrictions possibly still in place and many people reluctant to go places where it’s crowded, we think it’s the right time to suggest they come inland instead.”
The TV campaign was also discussed at Visit South Burnett’s meeting this week, where members were encouraged to share the video on their social media pages.
Successful? No direct call to action, small/confusing logo and % of campaign expenditure spent locally would be very low. What marketing plan measurement defines this campaign as such a success?