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  • Sunshine Coast Destination — Spin & Win
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THE WORK

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THE THINKING

Spin and Win a fantastic Sunshine Coast holiday everyday for 40 days. Over $80,000 in prizes and HOT DEALS delivered to entrants. The campaign successfully drove visitor enquiries, bookings and subscriber acquisition.

The concept for the campaign was based around the chance to 'Win a holiday a day' - with the microsite featuring a competition entry mechanism which involves visitors spinning to win a holiday each day during the campaign period (40 days) with a major holiday prize worth approximately $10,000 drawn at the end of the campaign.

OBJECTIVES

Subscriber database acquisition; Increase enquiries & bookings; Increase Facebook followers.

OUTCOMES

35,012 Unique Entries in 40 Days
53,244 Total Shares 35,125 via email 14,151 via FB 3,968 via Twitter
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Case Study

CLIENT

Sunshine Coast Destination

CAMPAIGN

Spin and Win
Unique entries: 35,012 in 40 days Total shares: 53,244 (35,125 via email; 14,151 via Facebook; 3,968 via Twitter) Total impressions for local tourism operators' offers: 451,506
  • Increase in Facebook page fans of 273% since launch.
  • Created a large subscribed database for email marketing.
  • Won numerous marketing effectiveness and social media / viral marketing awards in global digital marketing categories.

SUMMARY

Spin and Win a fantastic Sunshine Coast holiday everyday for 40 days. Over $80,000 in prizes and HOT DEALS delivered to entrants to drive visitor enquiry and bookings, along with subscriber acquisition.

AUDIENCE

The target audience for this campaign was 'connectors' and 'social funseekers' in Brisbane and within a 3hr drive radius of Brisbane, Sydney and Melbourne.

OBJECTIVES

XCOM implemented a Sunshine Coast Destination 'winter campaign' designed to drive visitation to the region over the winter period and beyond. This was in light of a large cancellation rate following the Brisbane floods of 2011 despite the Sunshine coast region not actually being affected by the floods.

The key objectives of the campaign were:

  • To drive bookings for participating operators in the short term - July to September
  • To raise awareness of the Sunshine Coast and the regions tourism products
  • To add newsletter subscribers to the SCD database
  • To increase followers on Facebook

SOLUTION

The concept for the campaign was based around the chance to 'Win a holiday a day' - with the microsite featuring a competition entry mechanism which involves visitors spinning to win a holiday each day during the campaign period (40 days) with a major holiday prize worth approximately $10,000 drawn at the end of the campaign.

Tо drive bookings, increase tourism enquiries and grow an email database, the online campaign offered a Sunshine Coast holiday to be won every day for 40 days. Users had to simply spin to win. The chance to come and spin again each day drove repeat visitation and sharing.

RESULTS

A compelling and creative campaign that achieved objectives and had full support from a large range of local Industry operators involved in the promotion, with the launch itself happening at the Brisbane wheel including radio support and a live first winning spin using the wheel itself as the random draw mechanism.