Destination Digital
Bundaberg’s ‘Always On’ digital strategy continue to drive significant benefits to the region by engaging digitally savvy travelers at multiple stages within the path to purchase in order the influence decision making.
CONSUMER SOCIAL MEDIA
Did you know that over 3billion people worldwide use social media? That's a lot of potential guests!
Bundaberg Tourism uses Facebook and Instagram to communicate with our existing and potential new guests. We use these platforms based on the audiences we are able to reach and how they align with our target markets.
Social media is always changing, but since 2020, our social media strategy has been even more fluid in nature, shifting between dreaming stage to planning and booking stages in response to current affairs and consumer trends and needs.
We use Visit Bundaberg Instagram to communicate the potential of the Bundaberg and North Burnett region (dreaming stage) to drive desirability of the region as a holiday destination.
We use Visit Bundaberg Facebook to communicate the options for leisure time in the Bundaberg North Burnett region (research / planning stage) in order to grow overnight expenditure and length of stay.
KEY INSIGHTS
- Videos content enhances engagement, keeps sentiment among industry positive, and enables Visit Bundaberg to maintain presence among engaged audiences.
- Static links ads deliver strong click through rates across Facebook
- Engagements with our social content is always changing, but beach, reef and Mt Walsh content is always popular regardless of the season. Over summer 2021/22, posts featuring Elliott Heads beach, the rock pools of Barolin Rocks and Elliot Heads, Kellys Beach, reef and Mt Walsh drove high engagement levels. Over winter 2021, posts featuring Mt Walsh and the Waterfall Creek Rock Pools, Boolboonda Tunnel, blue skies and sunsets, and strawberries drove high levels of engagement.
MAKE THE MOST OF YOUR MEMBERSHIP
We share content that is exciting, inspiring and visually appealing to our target markets, and we curate the best of the region’s content to suit. We do not guarantee we will include all of our members in our social media.
Content Is King
Make an appointment to talk to the marketing team about what content gets included - we can recommend ways to make better content, including recommending free or low-cost training options.
Tag us, mention us, talk to us!
Add #visitbundaberg or #tastebundaberg or @visitbundaberg when you're posting to let us know you have something worth sharing. This makes it easier for us and for our social media audiences to find you and your content
Join in the conversation.
Social media is supposed to be exactly that - social. So feel free to make a comment or join a full conversation on our posts or on posts of our region's guests (just keep it positive!).
Consumer EDM
The most common question we hear about our EDM is "what does EDM stand for?" It stands for Electronic Direct Mail and in plain English, it's our e-newsletter.
We have a database of subscribers of over 12,000 that we have segemented based on their interests and who they travel with. As part of each of our campaigns, we send out EDMs that have been tailored to meet the needs of each segment - families, for instance, will get sent deals, blogs and operators that offer experiences that will interest kids as well as adults.
MEASUREMENTS OF SUCCESS
We measure the success of our EDMs based on how many people open them, and how many people click through to our website from the articles. Our click through rate and open rate are well above industry averages, and our database subscriber numbers are growing steadily, so we know that this is an effective way to market the Bundaberg region to engaged travel intenders.
KEY INSIGHTS
- The lead story usually delivers the strongest results - a strong full-width visual banner and sharp wording drives click throughs
- We have started embedding moving or flashing links in our EDMs, and these are definitely getting a lot of attention. Anything with a flashing "book now" call to action commands attention and drives click throughs
- Itineraries and listicles (e.g Top 10 Things To Do) are also popular, but a high value deal will trump them for attention every time
MAKE THE MOST OF YOUR MEMBERSHIP
Our EDM list is populated entirely from voluntary subscribers, so you know that you are reaching a small but highly engaged group of potential guests.
Deals & packages get attention
If you have a deal, upload it into ATDW and send it to us. We will load it onto our popular Deals page, which is the first place we go when we're looking for content for our EDM. The better the offer, the more attention you'll receive.
Consider advertising
You can purchase space in an EDM if you have something special you want to promote. Visit our Co-Operative Marketing page or contact the marketing team directly for information.
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