Using content to capture domestic travellers.

Hands up. Who’s already planning their campervan holiday around Australia? As soon as we heard the news that state borders were reopening, we shouted ROADTRIP! 

Australia’s got so many beautiful places to visit but, because I’m from England, every penny (sorry, cent) we have for holidays is spent travelling over to good old Blighty to spend time with friends and family.

But that’s not likely to happen this year, so we’ve started researching places to travel to around my awesomely fantastic adopted homeland. 

Content for destination marketing wins

Which brings me to the point. The domestic travel market is going to be hyper-competitive over the coming months. Literally, it has a captive audience. 

But how do you decide between Noosa and Port Douglas? Perth or New England? Newcastle or Ballarat? 

You’re going to rely on the internet – to research, to explore, to discover. 

And, when you land on the local tourism site, your impression of the place is going to be formed by what you find. 

If the content there doesn’t excite you, if it doesn’t tantalise those travel taste buds, you’re going to be off to the next destination quicker than you can say ‘weekend break’. 

Getting your tourism content right

Last year, we worked on a project with the City of Newcastle to reimagine what tourism content should – and could – look like. 

We storyboarded, planned, wrote and designed a brand new City Guide, which has already been so popular across the country that it’s been reprinted and updated a couple of times now. 

The basis of the City Guide is to showcase the different aspects of the city, share the stories that give different areas their foundations, and get prospective visitors excited about what they’ll find when they get there. 

Whether you love the outdoors or history, art or food – or all of the above – you’ll find it here.

Not only that, but by telling some of the stories of the city, we form emotional connections with people. They understand more about the ‘why’ of the city, as well as the ‘what’.

And that ‘why’ is imperative when making purchasing decisions.

We also mapped out and created content for the new-look Visit Newcastle website, providing people with a harbour full of ideas and inspiration to ensure they have the city high up on their list when choosing where to visit next. 

Ultimately, every city and region in Australia is now competing against each other, and if you don’t put your very best foot forward, those tourist dollars will go elsewhere. 

And, if you’re wondering, go to Newcastle. It’s an amazing place, full of things to do for everyone. Seriously, go. GO!