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Marketing & Visitor Servicing Update – February Insights

Expressions of Interest for April Content

Our full year working content calendar can be viewed here. Expressions of interest are open for the following blogs. Blogs are free for Primary members and $99 per inclusion for Secondary members.

  • What’s On April – The guide receives over 2,000 hits per month, is promoted on our social channels and included in our monthly consumer email marketing with 30,000+ subscribers. For consideration, your event must be submitted and published on margaretriver.com no later than the 15th of each month to appear in the following month.

The following new articles are available for EOI’s:

  • Top 10 Most Romantic Things to Do in The Margaret River Region 
  • Best Accommodation with a Fireplace 
  • What’s New This Autumn 
  • Colourful And Quirky Cafes 
  • What’s Hiding in the Region’s Light Industrial Areas (LIA’s) 

We will be refreshing the following evergreen articles, which are available for EOI’s.

  • International Cabernet Day: Celebrating the King of Margaret River Wine
  • Best Coffee Spots with Playgrounds
  • Explore Bustling Busselton
  • The Complete Dog-Friendly Guide 

EOI’s must include a brief pitch explaining why your business suits the brief and a high-quality image. Send your EOI to communications@margaretriver.com by the 20th of the month

MRBTA Marketing & Visitor Servicing Channels

Margaretriver.com

It is positive to see the website traffic figures stabilise after some turbulence following the new site launch, and in February the total number of sessions was on par with the February 2021 results.  

Member pages specifically received 69,018 views, a decrease from the 98,033 views recorded in January but in line with seasonal fluctuations / the end of the summer school holidays.  

While we anticipate it will take a little time for travel intention to build it is encouraging to see a slight increase in the number of website visitors from Victoria, and the planned campaign activity targeting this audience (particularly leveraging the new Jetstar flight route) should see these interstate numbers continue to grow.  

Top 3 pages in February (excluding the Home page) were: 

  1. Things To Do 
  2. Events & What’s On 
  3. Accommodation 

Top 5 blog posts in February were:  

  1. A Guide to Dog Friendly Touring 
  2. 11 Things to do in Yallingup 
  3. 23 Incredible Outdoor Dining Spots 
  4. 10 Ways to Discover Dunsborough & Yallingup 
  5. Night Time Dining 

 New Blog Stories

Social Media

February saw a solid month for Facebook, with the engagement and impressions metrics both up around 50% compared to January.  

Instagram was down slightly however the top 5 posts in February had higher reach and engagement than the top 5 in January, and the average engagement rate per post is up 9%. 

  • Instagram: Followers grew by 372. Reach and impressions were both down 5% and 10% respectively. 
  • Facebook: Gained 403 new followers. Engagement and impressions were both up MoM at 52% and 50%.  
  • Most followers on our platforms are Perth-based and female, between 25-44 years of age. 

Reach is the number of people who may have seen your content, while impressions are the total number of times your content was displayed to people.

 


Monthly EDMs
 

Monthly newsletters to consumers and media have maintained high engagement. The industry benchmark for Travel & Leisure is an open rate of 20.2%.

You can read more about reporting of open and click rates here.

  • Consumer NewsletterSent to 26,873 subscribers. 39.38% open rate and 3.7% click rate (CR).
    There were 1,476 sessions to the website from this EDM, with the most popular link being 23 Incredible Outdoor Dining Spots, closely followed by Beautiful & Sustainable Accommodation.

*CR= Click Rate

The most popular stories this month were:

Hot tip: Consider sharing these stories to your email database.

  • What’s On in February Sent to 449 subscribers. 41.5% open rate, and 4.76% click rate. There were 40 sessions to the website from this EDM. 

Event Support

The MRBTA annually supports over 30 major events to drive off-peak visitation to our region. This month saw the activation of a partnership with the Busselton Jetty Swim. 

Marketing Resources 

  • 2020/21 domestic market profiles: These have been recently updated and published by Tourism WA, and reveal insights into our interstate and intrastate visitor behaviour.
  • Autumn / Winter Image Library: Members can access our Autumn / Winter image library and share inspirational visuals of the Margaret River Region. Please always credit the photographers when using images.
  • How to Leverage Your Events:  MRBTA regularly supports major events in the region and have noticed a growing demand from members hosting smaller events wanting to gain leverage and build their audience. In response to this, we have put together a guide with useful tips on promoting your event.
  • Rediscover Videos: The regional Rediscover compilation video shares inspirational messaging for a domestic and intrastate market. Members are welcome to share the video across their channels.