Tablelands Regional Council and C7EVEN Communications

Converting day-trippers from Cairns into overnight visitors via a powerful and multi-channel campaign.

The Brand

Tablelands Regional Council (TRC)

The Media Owner

C7EVEN Communications

The Brief

The Atherton Tablelands is a common day trip location for those exploring Cairns, however its diverse natural beauty and adventure-based activities are worthy of a longer stay!

The question presented to C7EVEN was: How can we promote the region, its natural beauty and all the opportunities that arise, and in doing so encourage visitors to stay longer?

The Objective

Just 90mins from Cairns, the core objective of this campaign was to increase the rate of overnight stays.

More generally, C7EVEN’s wanted visitors to experience more and see the Atherton Tablelands by touching the top!

The Execution

C7EVEN delivered a 3-year Destination Marketing Plan and developed a multi-channel strategy to make the Atherton Tablelands a destination worth exploring.

Part of the strategy was to drive visitors to a dedicated landing page that showcases the Atherton Tablelands and what the region has to offer. 

Using the beautiful photographic opportunities in the area was a main feature of the campaign, and proved a powerful means of capturing people’s attention and highlighting the idyllic nature of the area.

The digital brochure was designed and created to provide insights about the region, with a suggested 2-day itinerary of experiences and places to explore.

Social media was leveraged to spark interest through a combination of paid and organic social content.

Search Engine Marketing activities were also heavily focussed on a person’s level of interest in visiting the region, and further promoted advertising and engagement.

Finally, C7EVEN’s influencer platform also created opportunities from micro influencers audiences to create buzz and a desire to visit the region.

The Results

A total conversion rate for the campaign over 28% for all digital activity blew away the benchmark and indicated a strong resonance to a longer visitation with our target audience.

Plus, unprecedented performance on the Facebook ad with a 31.02% conversion rate – industry average is 9.21%.

Since launching in 2021, the campaign has achieved overall exceptional results including:

  • 28.21% Conversion Rate
  •  716,224 Impressions
  • 9,656 Clicks
  •  1.35% Click Through Rate
  • Facebook ad with a 31.02% conversion rate

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Don’t miss any of the action. The Boomtown News is the only industry roundup dedicated to Boomtown and the opportunities for brands to harness 9.1 million extra Aussies.

Compelling insights, handy tools and resources along with the latest news – straight to your inbox.

Don’t miss any of the action.

The Boomtown News is the only industry roundup dedicated to Boomtown and the opportunities for brands to harness 9.1 million extra Aussies.

Compelling insights, handy tools and resources along with the latest news – straight to your inbox.