Archives: Case Studies
The Brief:
Tourism and Events Queensland engaged us to produce a bank of trade fact sheets and itineraries that would promote Queensland’s tourism experiences to key international markets. The goal was to create content that would be used by international travel agents to inspire, inform, and drive bookings – while following TEQ’s strict tone of voice and design guidelines.
1
SHOWCASE
Queensland’s diverse tourism experiences in a way that’s easy to digest for international audiences and the global travel trade
2
ALIGN
All copy and design with TEQ’s brand standards, accessibility requirements and editorial tone of voice
3
DELIVER
A consistent and complete suite of assets across multiple destinations and themes, ready for global distribution
Our Response:
With 27 fact sheets, 32 itineraries and 37 copy banks to deliver, this was a large-scale project with lots of moving parts – exactly the kind of challenge we enjoy.
We wrote, edited, designed and delivered a suite of assets that showcase Queensland’s diverse tourism offering, from luxe island stays to wildlife encounters, World Heritage-listed sites to self-drive adventures.
All assets were created in-house by our team of copywriters and designers, with careful attention paid to accessibility, international readability, and TEQ’s tone of voice.
We also worked closely with TEQ’s internal team to ensure everything passed brand checks and had a consistent design treatment and layout.
The Results:
We created:
– 27 fact sheets
– 32 itineraries
– 37 custom copy banks
– 1 consistent, beautifully branded suite of trade marketing assets
These assets are now used by travel trade representatives and partners globally, helping to promote Queensland experiences to international markets and boost visitation across the state.
From road trips to island escapes, we helped TEQ tell a Queensland story worth sharing.
The Brief:
To support the retail function of Brisbane Airport, we were asked to provide lo-fi services to:
1
Build
Awareness of retailers and their offering within the terminals
2
encourage
Consumers to spend more time in terminal shopping and dining
3
create
Content that taps into social media trends and engages with social media audiences
Our Response:
We started by refining our learnings from the previous year’s management of Brisbane Airport’s retail channels and introduced lo-fidelity vertical videos alongside organic multi-image posting to follow social media best practice.
This included:
– Creating more vertical video to add into the feed to support static posts
– Mapping out a monthly content plan for social media to ensure all content pillars are hit and ensure a balance between proactive and reactive content
– Implementing learnings from monthly reporting and analysis
– Collaborating more with retailers and their marketing teams for cross-promotion
The Results:
We saw reels become the consistent top-performing content on all channels. In particular by delivering lo-fi vertical videos we were able to:
– Create content that was more timely in delivery
– Exceed the KPI of 6,000 views per reel, with some of the top performers sitting at 30K and counting!
– Outperform professional video content with similar angles – reinforcing that lo-fi has a key place in any strategy
The CHALLENGE:
To drive engagement and ticket sales to the dinners, lunches, workshops, tours and farm gates for the Scenic Rim’s premier event, Eat Local Month.
1
GENERATE
Awareness of the event with consumers
2
Drive
An audience to purchase tickets to the different events
3
Build
An online audience following to support repeat attendance each year
Our Response:
To kick-off the channels that had been dormant for over a year we developed content pillars and a style guide with a clear target audience.
To grow the audience and drive momentum around ticket sales we maintained a high frequency and variety of content including carousels, posts, reels and stories. With events regularly selling out and changing, we maintained a high level of communication with the Eat Local team, staying agile with our approach to ensure content was always relevant and timely.
The Results:
A scaled frequency that picked up pace towards the event dates ensured maximum conversion. Live coverage of the events on the day, created FOMO and ensured 2024 pre-sale was ahead of their YOY average.
Facebook
Total Posts: 78
Total Post Reach: 457K
Total Post Engagement: 6,300
Total New Followers: 1,800
Instagram
Total Posts: 75
Total Post Reach: 270K
Total Post Engagement: 4,800
Total Reach: 80K
Average Engagement: 6%
Total New Followers: 1,372
The challenge:
There’s no doubt, Goondiwindi has been heavily impacted by youth crime – with mainstream media (Courier Mail, Channel 9, Today Show, Sky News, Seven 7 to name a few) broadcasting the devastating impacts of recent crime sprees to the nation. Accordingly, the perception (rightly or wrongly) is that Goondiwindi is no longer safe to visit and their overnight visitor economy is in decline.
The brief was simple – start changing the narrative about Goondiwindi. To do this, our team was engaged to create a communications strategy to build awareness for Goondiwindi and counter the negative coverage with positive news stories about the town.
1
consult
Meet with key stakeholders to understand the issue
2
create
Create key messages that change the narrative
3
plan
Develop a communications strategy and plan aimed at changing perceptions
Our Response:
We developed a proactive PR plan that was anchored to sharing both hard news and softer, human-interest stories about Goondiwindi.
By attempting to balance the scales of the media’s coverage with more positive news stories about Goondiwindi, GRC can expect to stem some of the reputational damage created by media coverage of youth crime.
The strategy aimed to change perceptions about Goondiwindi, by moving the town’s brand awareness from one of default (i.e. ‘don’t go there, it’s not safe’) to one by design (i.e. Goondiwindi starts telling its own stories). To to do this, a PR and earned media approach was proposed, supported by paid media and Council’s own channels. Tactics included but were not limited to: videos, media releases, outside broadcasts, business profiling and award-writing.
The Results:
Our strategy is currently sitting with Council for funding allocation, to commence in July 2025.
It’s acknowledged that changing community perceptions is a long term strategy and will take time to deliver.
The Brief:
To assist Tourism & Events Queensland to bring to life their new tone of voice on Queensland.com, our team were engaged to write category, subcategory and interest pages, applying Queensland’s grounded, soulful and bright traits.
1
DRAFT
Copy that aligned with the brief provided.
2
FINESSE
Tone of voice to ensure it spoke to Queensland’s mind, soul and spirit.
3
OPTIMISE
Copy for the web developers to load directly into the system with H1, H2, H3 codes to provide design cues.
Our Response:
Over the course of three weeks, our team worked with the internal Creative and Content team to publish over 20 pages on the new Queensland.com, with minimal edits and feedback rounds, with the words now live for their millions of unique visitors each year to read.
The Results:
See our words on-brand and in action:
Welcome to Queensland’s Outback and Country
Discover Queensland’s Dinosaurs
The Brief:
To create an editorial calendar of content that speaks to potential travelers to Tropical North Queensland. By combining search volume with FAQs from social media and any key insights from campaigns, Visitor Information Centres or customer sentiment data, we craft angles and compelling content designed to engage the reader with as much energy and vibrance as the destination itself.
1
HOOK
The reader with clickable, search-driven angles, that connect with customers.
2
FEED
The dreaming, planning and booking stages of the travel cycle.
3
KEEP
Audiences on-site, through well-crafted copy that’s rich with internal linking.
Our Response:
In delivering blogs, we follow our signature IDRP methodology.
Our methodology involves starting with inclusions which we write for sign-off, drafting the blog, and revising it based on your feedback through to publishing. For Tropical North Queensland, we file content with a regular content schedule, aligned with key seasons and campaigns.
The Results:
Once the blog is approved it goes live on the website.
Read some of our blogs live below.
Everything You Need to Know About Master Reef Guides
The Ultimate ‘Only in Tropical North Queensland’ Guide
16 Things To Do On Your First Trip To Cairns
The Brief:
To encourage Australians to shop local following the devastating impacts of border lockdowns on The Murray, a region which straddles both New South Wales and Victoria, we created a campaign “Made in The Murray” for people to shop The Murray from their homes.
1
Build
Awareness for the makers and creators in The Murray region.
2
CONVERT
Sales for producers unable to connect with their customers during COVID-19.
3
CREATE
A shoppable platform with a longtail / legacy for the region.
Our Response:
The campaign saw over 30 x retailers listed online (visitthemurray.com.au) on a custom landing page and a social media paid campaign driving traffic to the page targeted at Sydney and Melbourne residents.
We crafted messaging that spoke to when you couldn’t visit The Murray you could still taste it, along with creative assets to link a geographically-diverse region with an even broader offering.
To achieve this, each Local Government Authority (13 total) were invited to submit up to 10 hero images of their operators for the creative execution. Working with our design team, we delivered over 100 pieces of creative to be used on Instagram, Instagram Stories, Facebook, email signatures, Facebook banners and e-newsletters, with the campaign device and tagline created by us, “Made in The Murray”.
The Results:
The paid social media campaign generated more than 10,000 clicks with a CPC of $0.29.
It reached over 240,000 individuals and finished with a CTR of 1.50%.
Most importantly, it generated sales for small businesses who had not been able to trade as a result of lock down!
The idea was so successful, it later became absorbed into Visit Victoria’s COVID-19 campaign “Click for VIC” and the products migrated to their digital platform and campaign.
The Brief:
We were engaged by the event to review the current operations and marketing to create an event marketing strategy that would set the event up for future success. The objectives were simple: create ongoing sustainability and increase viability of the event, which was dependent on volunteer and in-kind contributions to run in its current format.
1
REVIEW
Existing event strategies and documentation to understand the challenges and opportunities.
2
ATTEND
The event to gather guest feedback and understand the operations of the event first hand.
3
PREPARE
An event strategy covering both operational and marketing recommendations to meet the vision of the event.
4
PRESENT
All strategic recommendations to the event committee, council and stakeholders.
Our Response:
Through both desktop research and attending the event, we anchored our strategic recommendations into four key pillars: sustainability, brand awareness, visitation and experience.
Together, these pillars scale up to: drive more ticket sales, talk to new and emerging audiences, nurture existing attendees, create super-fans, build capacity for the event volunteers, foster stakeholder collaboration, and drive more awareness to Texas.
The Results:
The strategy was approved!
The strategy was adopted by the event committee, with actions already underway to improve and build on the 2025 event, putting this much-loved regional event on the path towards event viability.
The Brief:
We were engaged by Australian Regional Tourism (ART) to design a new look website that incorporated a members’ portal. The website aims to facilitate collaboration among industry experts, showcase regional tourism opportunities, and address shared challenges.
1
AUDIT
The existing site and consult with members to understand what’s working, not working and areas of frustration.
2
DESIGN
A new user experience within key brand guidelines, working within the existing WordPress theme.
3
Collaborate
With the chosen web developer on the project working with Figma files for later development.
Our Response:
ART’s website design focused on creating a user-friendly platform that caters to industry experts while maintaining a clean and fresh aesthetic.
The design incorporated intuitive navigation to easily access information about ART’s advocacy efforts, industry development initiatives, and collaborative opportunities.
Key features include a resource center for sharing best practices, a forum for industry discussions, and a showcase of regional tourism success stories. The website’s visual elements reflected the diverse beauty of Australia’s regions, using high-quality imagery and ART’s colour palette.
The Results:
The new website was launched at the 2024 convention.
It replaced their former website which required users to navigate between a front and backend (if they were a member) and is now used as a lead magnet to increase ART’s membership base.
See it live: regionaltourism.com.au
The Brief:
Media Mortar was engaged to deliver a five-year marketing strategy to inspire and drive awareness of the Port precinct along with specific strategies to drive business growth for individual products in the Port of Echuca. These included their historic museum, retail offer, guided tours, functions and events, and paddlesteamer cruise experiences.
1
Research
Conduct desktop and in-person focus groups to understand the current situation.
2
ANALYSE
Analyse existing experiences and activity to identify what’s working and what’s not.
3
CRAFT
Craft a strategy that includes the thinking and the tactics on how to achieve their goals.
4
DELIVER
A comprehensive five-year strategy with an implementation plan including recommended resourcing, and KPIs to ensure maximum accountability.
Our Response:
Through both desktop research and in-person focus groups, we developed strategic recommendations to build awareness, increase domestic visitor market and encourage depth of spend with the overarching business goal of increasing revenue.
The five year strategy included:
- Tactical implementation plan and recommended budget.
- Analysis of current visitor experience and identification of opportunities
- Competitor analysis, SWOT and target market research, powered by Localis first-party audience data
- Strategic alignment to state and local tourism strategies
- Brand pillars framework
- Customer journey mapping
The Results:
The strategy was adopted with actions already underway for stage one implementation, putting this historical precinct on the path towards revenue growth and brand awareness nationally.
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