CENTRAL COAST Tourism agency AFFINITY to market Central Coast as a complete region

Posted by | November 12, 2017 | Community, News

CC tourist

FOR the first time, the Central Coast will be marketed to the world as a complete region.

From Wyee to Woy Woy and beyond, the Coast will not be picked apart into places­ of interest and major attractions. It will be recognised and marketed as a whole with plenty to offer local, interstate, national and international visitors.

NSW Premier Gladys Berejiklian­ visited the region last week and said she was taken aback when briefed on the number of international visitors the Central Coast attracted.

“In the last year, the Central Coast managed to host 900,000 international visitors,” she said at the Central Coast Chamber of Commerce’s economic breakfast.

“That represents a 50 per cent increase in the last three years alone.”

This comes as Central Coast Council’s tourism, marketing and industry services agency AFFINITY briefed 100 Coast tourist operators­ on its findings from an industry survey and provided a marketing update.

The Sydney advertising firm was awarded a $1.6 million contract in July to market­ the Central Coast to the world.

At the briefing, AFFINITY’s chief executive officer Luke Brown detailed a current Facebook campaign, which included 21 local businesses, designed to promote­ the Coast and test the Sydney market to find the most appealing branding messages.

The company is testing “brand positioning territories”, including “Adventure, Nature, Escape and Discover”.

“Adventure” will look at the Coast’s active pursuits, such as Glenworth Valley and the Australian Reptile Park, while “Nature” will highlight the stunning landscape.

“Escape” encourages people to pursue a relaxed, slower pace of life, and “Discover” delves into new and enriching experiences.

AFFINITY conducted an industry survey and gathered data from 500 local businesses in the dining/entertainment, activity, retail­, accommodation, government and transport sectors. It showed 48 per cent of the industry associated the Coast with the beach, while 26 per cent were unsure as to what made the Coast unique.

The largest barrier for visitation was the Coast’s facilities at 49 per cent. The survey revealed the need for new and different marketing, in particular digital marketing of the Coast.

Crowne Plaza Terrigal sales and marketing director Emma Perham attended the briefing and said she was really happy the council was making tourism a priority.

“We are really excited and very supportive of the direction Central Coast Council is looking to take tourism and the focus being placed on it,” she said.

Tourism on the Central Coast employs over 12,500 people and generates over $900 million a year for the regional economy.

Source: http://www.dailytelegraph.com.au/newslocal/central-coast/tourism-agency-affinity-to-market-central-coast-as-a-complete-region/news-story/b03c6319010ac81c0da1be5de6932e07

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