‘ANYTIME ADVENTURES’ IN PEEL – PHASE 1 (Autumn 2014)
MAPTO launched the phase 1 of the ‘Anytime Adventures’ Campaign in the Perth market on Easter 2014.
The objectives of the campaign are:
- to introduce the new and unified destination brand for Peel in the domestic tourism market.
- to increase the awareness of Peel as a holiday destination offering lots of natural and accessible adventures.
- to re-educate the Perth market so they have a fresh understanding of what the Peel region offers and why it is a compelling choice for relaxing adventure breaks.
The campaign not only emphasises the adventure experiences in Peel, such as mountain biking, four-wheel-driving or kayaking, but also their easy and fast accessibility for everyone in Perth.
‘Anytime Adventures’ incorporates the message of a quick getaway that does not require long drives, expensive fuel bills or flight bookings in order to get out of the rat race to experience something new or adventurous in a natural environment.
MAPTO has been targeting couples aged 25 – 45 wanting a short break without the hassle of extensive pre-planning or long drives.
The initial campaign roll-out focused on a variety of outdoor media, including billboards, bus shelters, drive-time radio and public transport sites within the Perth metropolitan market place.
The campaign in autumn 2014 also incorporated print advertising, social media activities and visitor collateral with a focus on the adventure experiences of the Peel Region.
The ‘Anytime Adventures’ campaign is a significant milestone in the development of a new and unified tourism brand for the destination.