Fresh Marketing Perspectives for Dubbo’s Regional Icons

We delivered tailored, impactful strategies to distinguish Dubbo Region’s tourism experiences, ensuring seamless implementation by in-house teams for lasting success.

The Project

We partnered with Dubbo Regional Council – Regional Experience Branch to deliver impactful marketing strategies tailored to their three unique visitor experiences – Old Dubbo Gaol, Wellington Caves & Holiday Park, and Western Plains Cultural Centre. By aligning with the destination’s marketing strategy, fostering innovative partnerships, and nurturing continuous learning, we elevated brand visibility and deepened connections with target audiences.

The Client: Dubbo Regional Council – Regional Experience Branch

Oversees the strategic and operational management of the region’s cultural tourism businesses, including Old Dubbo Gaol, Wellington Caves & Holiday Complex, and Western Plains Cultural Centre. Dedicated to driving cultural tourism development, regional cultural growth, and the management of cultural assets, the branch plays a pivotal role in enriching the Dubbo Region’s profile as a premier destination for cultural and heritage experiences.

The Challenge

Marketing within local government requires balancing the enhancement of brand awareness in a competitive landscape with the complexities of resource allocation. DRC sought a creative agency that could navigate this dynamic, combining strategic playfulness with innovation. They needed a partner who could deliver impactful solutions with resource efficiency, ensuring seamless integration into existing plans while elevating the region’s tourism experiences.

The Solution

We provided impactful, tailored strategies to distinguish Dubbo Region’s tourism experiences, aligning with the destination’s marketing vision. Our approach included:

Strategic Review: Analysed existing strategies and customer feedback to identify key opportunities.
Familiarisations: Conducted on-site visits to each attraction for in-depth understanding.
Client & Stakeholder Workshops: Hosted a collaborative session to define vision, challenges, and strategic direction
Marketing Plans: Developed actionable plans with target audiences, key messages, and omni channel tactics and performance metrics for each site.
Continuous Learning: Provided strategies to foster continuous learning, empowering the team with skills and insights to adapt and thrive in the evolving tourism landscape.

Creative Strategies, Practical Solutions

Our strategic insights and tailored marketing plans provided a fresh boost to Dubbo Region’s experiences, deeply resonating with target audiences. Balancing creative flair with practical efficiency, the plans seamlessly integrated with in-house teams, positioning each attraction for long-term growth and meaningful connections.