The Wild About Whales digital campaign Converge Marketing developed won the Australian Marketing Institute National Award for Content Marketing in 2015.
The Business
The NSW National Parks and Wildlife Service (NPWS) is part of the NSW Government Office of Environment and Heritage. NPWS manages more than 850 national parks and reserves comprising landscapes from rainforests and rugged bush to coastal landscapes and outback deserts. We worked with the commercial arm of the business responsible for selling products including accommodation, tours and retail products.
The Problem
We worked with the marketing team at NPWS for a period of six years to develop and deliver digital marketing strategies with the goal of increasing visitation and use of a commercial offering with the aim of increasing visitors to NSW parks.
The Solution
We produced a state-wide strategy and planning facilitation, conducted marketing plan research, development and presentation of plans.
We also provided project management and implementation of campaigns including the following:
- Creative development
- Email marketing and database acquisition
- Online advertising
- Point of sale and onsite
- Website and App Development
- Partnership development
- Social media planning and implementation
- Outdoor
- Customer service training
- PR and media and internal training
- Content marketing
- Customer research, evaluation and
