DAINTREE DIGITAL DETOX
The purpose of the campaign was to promote the Daintree and Daintree Rainforest as a family holiday destination to domestic markets; to raise the awareness of Daintree based experiences and accommodation; to raise the profile of the region as a leisure overnight holiday destination. The campaign was a success in achieving the above outcomes through social platforms resulting in: •Total sessions 15,185 with 12,692 unique users •Page views increased 38,073 •Demographic overview: 31% male users and 69% female; 25-34; growth in visitors considered ‘Travel/Travel Buffs’, interested in Travel/Hotels and Accommodation and Arts & Entertainment. •Direct traffic increased 165% (4,412 vs 1,664), referral traffic increased 108% (1,604 vs 771) and social referrals increased 391% (2,429 vs 494). •Over 4,000 entries received with opt in contacts added to the destination consumer database. 12-month Instagram competition The year long campaign launched in June 2017 and ran for 12 months with promotion through the Infinity Holidays brochure back cover and TPDD social channels. Entrants loaded images to Instagram with the hashtag #myportdouglasdaintree. The competition yielded great results with 567 entries, 3470 competition views, reaching 173,757 people and a total engagement of 11,025 (likes, comments, shares).