Challenge
The biggest challenge for the Tweed Hinterland tourist region, is that it must compete with the beachy holiday mecca, from the Gold Coast to Byron. The second challenge is to motivate visitors to drive and stay in the Hinterland.
Idea
To prove the allure of this hidden-away gem we created the TWEED HINTERLAND GEMS experience / campaign, a relaxed version of ’the Amazing Race’, created for gourmet travellers who seek a taste of something different. Visitors are enticed to choose between five themed itinerary drives on a Progressive Web App, featuring more than 75 operators and their experience offerings. At every stop along these drives, visitors scan QR codes, unlock local gems as a reward, and source tailored itineraries where they can meet amazing locals.
Results
Content
• 230,000 total YouTube total views (for the 5 drives videos)
• +11,000 Facebook views
PWA App
• +27,000 users/travellers used the PWA
• 36,000 page views
