Bringing the people you love to the place you love
Our VFR campaign for summer 2025–26 was designed to inspire locals and out‑of‑region audiences to reconnect on the NSW Central Coast. It celebrated nostalgia and togetherness through emotive, family‑oriented creative that spanned headland to hinterland experiences. Using Polaroid‑style visuals and our Postcards from the Coast series, the campaign positioned the region as a place for gentle adventures, quality dining and authentic coastal escapes.
Creative that sparks connection
Shot in a warm, aspirational style, the campaign embraced authenticity and the joy of shared experiences. We utilised tried-and-tested travel itineraries of various regionally dispersed spots and operators for key demographics - including families, mature travellers, and friends - to ensure that every message felt personal and actionable. This approach reinforced the Central Coast as an ECO Certified, year‑round destination with hidden gems and local secrets waiting to be rediscovered.
Strategic advertising across premium channels
To maximise reach, we rolled out cinema pre‑roll ads across Sydney Metro movie theatres and leveraged the Manly Fast Ferry Digital Network to engage affluent Northern Beaches and North Shore commuters. Digital advertising extended the campaign via Meta and Google Display Network, targeting audiences in Sydney and Newcastle with aspirational imagery and retargeting them with tailored itineraries and warm, aspirational messaging centring on connection. This multi‑channel strategy ensured strong visibility and conversion opportunities for our tourism operators.
