Each year the Visit Wagga Wagga team deliver a series of seasonal campaigns, publications and events to build destination awareness and encourage visitations to our Wagga Wagga + Surrounds region.
Campaigns
COLLABS
About: A collaborative product and marketing platform with a focus on agritourism, local tourism-focused creators and curated storytelling.
The 12-month campaign (October 2022 - December 2023) resulted in 12 bespoke products, made small batch by clever local creators:
- Food I Am - Pistachio Bush Dukkah
- Wollundry Grove Olives - Mandarin Infused Olives + Spanish Blend Olive Oil
- Mates Gully - Beetroot Relish
- The Fast Lane + Valley Soaps & Co - Coffee Soaps
- Little Triffids Flowers + Two Brown Cats - Bespoke Blooming Bookmarks
- The Apple Thief Cider - Apple & Sour Cherry Cider
- Ladbroken Distilling Co - Eliksir Summer BBQ Gin Salt
- Ashculme Textiles - Bowties, Brooches and Keychains
- Sew Me Australia - Rewind Bomber Jackets
- Pastorale x Full Circle Coffee Roasters - Espresso Coretto Canned Cocktail
- With Love Bespoke Styling - Floral Tote Bag
Primary channel: Website, Instagram, Facebook and YouTube as well as promotion through the Wagga Wagga Visitor Information Centre and participating businesses.
Target Market: Visitors + community.
Outcomes:
- 12 bespoke products showcasing Wagga Wagga + Surrounds makers and produce, resulting in more than 1400 units produced
- More than $30,000 injection into the local economy
- Campaign website – 1,794 views – including 1,200 new users
- 60 posts promoting COLLABS on Visit Wagga Wagga Facebook + Instagram (not including Instagram stories), with more than 215,000 impressions
- More than 1000 visits to the Visit Wagga Wagga shop on Facebook and Instagram
- Four high-res videos produced, more than 600 high-res images captured
- Product and producer exposure at River and Wren market in Wagga Wagga, March 2023
- More than 140 referrals to The Wagga Shop online shop from Visit Wagga Wagga social media. Sixty new customers to The Wagga Shop online store over the course of the campaign.
Christmas campaign
About: Interactive advent calendar hosted on the Visit Wagga Wagga website, revealing amazing prizes leading up to Christmas and a special Christmas video in collaboration with the Riverina Conservatorium of Music.
Primary channel: Website, social media, YouTube.
Target Market: Visitors + community.
Outcomes:
- More than 5,400 entries for A Very Wagga Wagga Giftmas showcasing 13 amazing Wagga Wagga + Surrounds prizes leading up to Christmas
- 220,000 views/engagements across Visit Wagga Wagga's social media channels and website, being the highest performing page on the Visit Wagga Wagga website for the duration of the campaign.
- Original Wagga Wagga inspired Christmas jingle created in collaboration with the Riverina Conservatorium of Music and performed live at their Christmas with the Con event in December
- Video reached more than 160,000 viewers across Visit Wagga Wagga's platforms, showcasing Wagga Wagga tourism businesses and attractions
#visitwagga reel series
About: A video series on the Visit Wagga Wagga social media channels, starring our very own team members showcasing some of our Tourism Partner businesses. The series highlighted places to dine, shop and discover when visiting our city, including the following Tourism Partners and attractions:
- The Brew
- Charles Sturt Winery
- Texas Jane
- Marrambidya Wetland
- Bidgee Strawberries and Cream (pictured)
- Larry's Café
- Wagga Wagga RSL Club
- Paper Pear
- Wagga Wagga Botanic Gardens Zoo + Aviary
- Bar Olivette
Primary channel: Social media.
Target Market: Visitors + community.
Outcomes:
- Ten videos in the series showcasing a range of free and paid attractions, dining and retail visitor experiences
- These videos were some of the highest performing videos on the Visit Wagga Wagga social media channels for 2023/24 with a combined reach of 82,500 views across Facebook and Instagram
Magic Moments marketing campaign
About: A new destination marketing campaign focusing on unique Wagga Wagga visitor experiences and local pride. The campaign is an emotive-led approach to marketing and invites viewers to explore and appreciate the best attractions, nature, culture and culinary experiences in Wagga Wagga.
The cinematic campaign follows a 24-hour itinerary in Wagga Wagga, from sunrise to sunset - showcasing the breadth of experiences in our city.
Primary channel: Instagram, Facebook and YouTube
Target Market: Visitors + community.
Outcomes:
- Launched to coincide with the Local Government NSW Destination and Visitor Economy Conference, which hosted over 180 visitor economy and LGNSW delegates in Wagga Wagga in May 2024 - the campaign was aired a number of times at the conference
- Video features tourism operators in Wagga Wagga who are members of the Tourism Partner Program 2023/24
Out for Adventure micro-adventure series
About: A collaborative micro-adventure series in collaboration with the adventure specialists at Tom's Outdoors and the following regional shires:
- Greater Hume Council (pictured)
- Cootamundra-Gundagai Regional Council
- Snowy Valleys Council
- Coolamon Shire Council
- Lockhart Shire Council
Each adventure is designed to be affordable, exciting, refreshing, sometimes challenging, rewarding and fit around busy lives – making them perfect for anyone. Some can be done in a few hours, some are overnight ventures. They have been curated across all seasons, meaning, no matter what time of year you visit our region there’s a micro-adventure for you.
Primary channel: Website, Instagram, Facebook and YouTube
Target Market: Visitors + community.
Publications + guides
Industry events
In Conversation workshop series
About: In Conversation is a workshop series developed by the Visitor Economy team to attract high-value guest speakers to Wagga Wagga to share their unique business journey and insights and provide helpful tricks and tips to local businesses. Two workshops were delivered during the 2023/24 program term:
- In Conversation with Grace Brennan (Buy From The Bush) and Georgie Robertson (The Regional PR Co.) (pictured)
- An Evening with Victoria Devine (She's On The Money)
Outcomes: The 'In Conversation' sessions were well supported with over 80 participants joining over the two sessions.
End-of-year networking event
Media
Wagga Wagga in the media
About: In partnership with Destination NSW, Riverina Murray Destination Network and neighbouring Councils, we facilitate a range of familiarisation tours for industry and media.
Some of highlights for 2023/24 include: Better Homes & Gardens, Weekend Sunrise crossover in Wagga Wagga, Local Government NSW Destination and Visitor Economy Conference 2024, Destination NSW's Great Southern Nights and Out in Canberra.
Visit Wagga Social Media
About: Over 41,000 followers across 2 platforms.
Primary channel: Social media
Target Market: Visitors and locals, aged 25 to 44
Get social with us
Social Influencers + Photography
Stephanie Hunter, Chloe Smith Photography, Mads Porter Photography, TimeFlees, Harrison Slattery Media, Orchard Media, Matt Beaver Photography, Alice Peacock, Roslyn Clare Photography, Hayley K Photography
Primary channel: Digital and social media
Target Market: Visitors
+ More
Featured on Tourism Australia and Visit NSW Instagram pages
