Don’t just market your destination. Invite people into its story.
The smell of salt or eucalyptus, the sound of a band playing down the street, the smell of coffee from the local cafe — people don’t just remember what a place looks like, they remember how it feels. Today’s audiences expect digital experiences that help them feel what a place is like. This shift is especially crucial for regional councils and destination marketing bodies – often with limited resources – as the challenge lies in creating digital experiences that cut through and connect.
The most successful campaigns don’t just showcase the experiences and highlights of a destination — they show what’s possible. They capture the character, personality and potential of a place through compelling stories and smart design.
If your campaign feels like it could be anywhere, it will resonate nowhere.
For our project with The City of Newcastle, we encouraged people to “Seek Off Beat” by creating a destination campaign that highlighted the vibrant and exciting experiences on offer in Newcastle. The project shifted perceptions of the region, and championed its rich history, quirky and artistic presence and unique flavour.
The campaign successfully repositioned Newcastle, contributing to its recognition as NSW’s Top Tourism Town in 2023, and increased visitation to the Visit Newcastle platform by 126%.
Emotional connection is what makes someone choose your place over somewhere they’re more familiar with. For regional areas, the stories aren’t always big-ticket events or landmarks. They’re the things you notice when you slow down: a generous barista, a historic footpath, the way the town centre hums on a Saturday morning; and these can all be highlighted through an effective strategy.
By creating emotionally resonant campaigns, you give people a reason to visit, invest or move–not just a list of attractions. This is a real opportunity for regions to focus on stories, community and character to build connection, rather than the recognition or familiarity that comes with larger cities.
By focusing on what people feel when they engage with a place — pride, belonging, escape, possibility — you elevate your marketing from informative to irresistible. It’s not just about who you are; it’s about who your audience can become when they’re with you.
Here are three ways that leading regional brands bring their stories to life.
Virtual and augmented reality, 360° videos, and point-of-view (POV) storytelling content can help create vivid, sensory experiences that transport people. They can include immersive tours, sightseeing, or the chance to virtually explore a region or location from anywhere. Even for just a moment, they offer a taste of what life could feel like.
Our project with Lake Macquarie City Council – A Moment of Calm – used virtual reality headsets to transport busy Sydney commuters to the more calming and scenic lifestyle on offer at Lake Macquarie. By immersing our audience using VR, the experience encouraged them to pause and picture a different pace of life, and helped to create a visual memory and connection to the region.
People connect with people, and real stories create resonance. By using storytelling through locally-led voices or even simple day-to-day content, your region can paint a clear picture of everyday life, not just key attractions.
Regional campaigns are also most powerful when they spotlight local voices, through video diaries, short-form podcasts or day-in-the-life vlogs. This kind of content works because it doesn’t just show what a place is like, it helps people imagine that they already belong.
During our project with Lake Macquarie City Council, we worked with influencer Sarah Kearns, to create a 60-second reel of her and her family exploring the region. It included bike riding, boating, hiking and kayaking and featured a voiceover from Sarah which highlighted some of the many reasons they love Lake Macquarie. Within 24 hours, the reel had over 24,000 views and a strong average watch time of 27 seconds.
Tools like interactive maps, digital precinct guides, and platforms like Imagine Newcastle or Move to Lake Mac allow people to explore at their own pace and turn data into discovery.
For those that want the facts and figures, particularly if considering relocating, interactive and informative platforms can be a great asset. Using this approach, audiences can explore suburb information, read local stories and case studies, and find jobs, housing or places to visit. These kinds of interfaces help users move from abstract statistics to personal relevance and connection.
Our digital prospectus for The City of Newcastle attracts and retains individuals by providing information on living, playing, studying and working in Newcastle. The site showcases the possibilities on offer in the region, and encourages audiences to imagine their life in Newcastle through helpful information, suburb profiles, statistics and blogs.
The digital platform was also the winner of a Good Design Award in 2023 for Digital Interface.
Audiences today are savvy and desire honesty just as much as aspiration. So while it may be tempting to polish each piece of content to perfection, the best regional campaigns can strike a balance – celebrating what’s beautiful and unique to the region, while also highlighting the quirks and differences that give the place character.
Audiences are quick to detect overpromising or staged content, which can damage trust and authenticity and prevent any kind of relationship from developing. Authenticity is a counterbalance, showing the textured, layered reality of a destination–the quirks, challenges and “insider” insights.
The sweet spot lies in showing aspiration through authenticity, by celebrating real people and everyday life, whilst highlighting challenges and possibilities. Let your community shine in their own voices to create credibility and desire.
Our brand identity for Georges River was warm and inviting, reflecting the area’s strong connection to nature and culture. We showcased the regions rich tapestry of diverse precincts, communities and history by sharing real people, moments and stories. Ultimately, by celebrating the uniqueness and heritage of Georges River, we were able to create a distinct identity that sets it apart from other LGA’s.
More than 60% of web traffic today happens on mobile¹ – so design for it. This includes improved loading times, creating vertical videos, optimised User Experiences (UX) and content that works both with and without sound. Mobile-first thinking is also a storytelling opportunity, encouraging people to explore a place in spare moments, and transforming curiosity into commitment.
For regional campaigns, mobile-first thinking is especially critical. Most people will discover your place from their phone–scrolling through meetings, late at night, on the train home. Your campaign should meet them there–not just with fast load times, but by using content that invites curiosity and stays top of mind.
Interactive maps, tap-through itineraries, swipeable stories, and location-aware content turn the mobile device into a bridge between curiosity and commitment. Meet people where they are — literally — and make it easy for them to imagine themselves in your place. This allows you to transform a moment of curiosity into a future visit, or eventual relocation.
Great place-based marketing doesn’t just describe the location — it captures its soul. It gives audiences a reason to care, connect, and choose your region over the next. Regardless of the destination, the goal isn’t just to put it on the map–it’s to spark emotional connection.
The challenge? If your campaign feels like it could be anywhere, it will resonate nowhere.
Want to create a brand or campaign that makes your destination feel real? Get in touch with us.
¹StatCounter & DataReportal
Awabakal Country
PO Box 1695
Newcastle 2300
New South Wales
Australia
Wadawurrung Country
Surf Coast Shire
Victoria
Australia
We acknowledge that we work on the lands of the Awabakal and Wadawurrung nations. We wish to pay respect to their Elders – past, present and future – and acknowledge the important role all Aboriginal and Torres Strait Islander people continue to play within our region and all of Australia.
Awabakal Country
PO Box 1695
Newcastle 2300
New South Wales
Australia
Wadawurrung Country
Surf Coast Shire
Victoria
Australia
We acknowledge that we work on the lands of the Awabakal and Wadawurrung nations. We wish to pay respect to their Elders – past, present and future – and acknowledge the important role all Aboriginal and Torres Straight Islander people continue to play within our region and all of Australia.
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