DAIN­TREE DIG­I­TAL DETOX

Port Douglas & Mossman Gazette - - NEWS | TOURISM TALK -

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).

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