Destination Marketing Strategy

Client
Federation Council

Date
2020

Scope
Marketing strategy
Marketing plan
Stakeholder interviews
Campaign

Project background

Citizen were commissioned to develop a 5-year Marketing Strategy and Implementation Plan by Federation Council. The purpose of the five-year Destination Marketing Strategy and Implementation Plan is to launch and competitively positions the new North of the Murray tourism brand (developed by consultants Kindred and Projectura) and the accompanying tourism assets for the benefit of our local tourism industry and associated businesses.

The document serves as a shared tool to be used by Federation Council, local businesses and key stakeholders (such as Murray River Tourism and Destination Riverina Murray) to align strategies and provide a framework to cost-effectively and efficiently promote our region in order to strengthen demand and grow the visitor economy of our region. 

Importantly, this strategy comes at a time of uncertainty as businesses across Australia and the world seek to address the implications of the COVID-19 pandemic on the tourism sector. This plan aims to respond to the immediate impact of this crisis, whilst also building the foundations for the new post-COVID ‘normal’.

Additionally, Citizen developed a social media campaign that leveraged the wider state campaign of ‘Love NSW’ developed by Destination NSW.