By addressing seasonality challenges, our vision was to make Kiama an all-year-round destination that not only welcomes but inspires visitors to immerse themselves in a distinctive coastal and hinterland environment, relaxed lifestyle, and vibrant cultural scene during a traditionally low visitation season – winter.
The Project
Leveraging our deep insights into Destination Kiama’s strategic goals, we focused on boosting brand awareness as a cosy coastal escape and increasing off-peak visitation. Our Autumn/Winter Marketing Plan highlights Kiama’s charm during the cooler months and promotes extended weekend stays, ensuring sustainable tourism and year-round appeal.
The Client: Destination Kiama
Kiama is a prominent destination in NSW’s tourism and event sectors, contributing significantly to the local and regional economy while fostering community development. Its coastal and hinterland beauty, relaxed lifestyle, and rich cultural heritage form the foundation of its unique market position.
The Challenge
Our goal was to elevate Kiama’s perceived value to visitors throughout the year and ensure the destination appeals to targeted audiences during traditionally low visitation seasons. We needed to boost brand awareness as a cool coastal escape, increase off-peak visitation, and enhance engagement with both partners and the community.
The Solution
A series of strategic actions, leveraging and expanding upon the client’s Destination Management Plan recommendations:
Leveraging a multi-faceted marketing strategy that showcases Kiama’s unique seasonal charm and caters to various personas, to attract diverse visitors during autumn and winter. By highlighting tailored experiences, our marketing plan encouraged extended stays and deeper exploration of Kiama’s offerings in the off-season.
Kiama Municipal Council, Tourism and Marketing Lead
Destination Mastery: Elevating Skills for Dynamic Marketing
Creative Strategy & Innovation
