Destination Marketing Plan

Summary and scope

MidCoast Council is seeking quotations from experienced consultants to develop a three-year marketing plan for our destination brand, Barrington Coast, and a one-year action plan. This would include a review of current activities in line with available budget: The marketing plan should align to the Barrington Coast Marketing Strategy and provide a holistic and consistent approach to how the MidCoast delivers destination marketing across multiple channels. The project will assess the current programs, campaigns, activities and channel use and make recommendations on best practice marketing approaches. Additionally, the Barrington Coast Marketing Strategy should align to the objectives set out on the MidCoast Destination Management Plan 2030. • Increase destination brand awareness with a focus on geographic and seasonal dispersal • Guide marketing campaigns, content creation and other activities across owned, earned and paid channels to reach the target market segments • Continue to leverage the destination brand to underpin and guide marketing activities in a way that strongly resonates with, and appeals to, the target market segments • Provide a framework to guide the approach to digital marketing channels • Raise awareness and appeal of the extensive nature-based experience offerings of the region, along with other primary experience themes, including arts and culture, culinary experiences, agritourism, accommodation etc • Identify and activating channels for special interest tourism such as sports, agricultural and wellness tourism • Recognise the major events in the region • Include an approach to the visiting friends and relatives market • Include brand safety campaigns • Recognise and address hyper-seasonality and low season-challenges • Recognise and address the need to disperse visitors across the region • Engage the local community on the benefits of tourism and the destination brand The development would include at least two workshops with key internal stakeholders at our administration centre in Taree.