City of Launceston
Social Media Campaign + EDM Design
The Client
City of Launceston recently developed a new place brand designed to promote Launceston as a place to visit, explore and experience like a local. Built around real local experiences, from weekends at Harvest Market to guides curated for dog lovers, families and foodies, the brand captures the personality of the city in a way that feels welcoming, playful and distinctly Launnie.
The Brief
To promote their place brand and start building a database for ongoing marketing, City of Launceston ran a competition offering one lucky winner a weekend away in Launnie, with entry as simple as signing up to the Launnie mailing list. The goal was to build awareness of the place brand while growing a strong database of people genuinely interested in visiting Launnie.
City of Launceston reached out to AT+M to help promote the competition across social media and drive competition entries. The second stage of the project focused on designing an EDM template the team could use for future communication with the new mailing list.
Project goals:
- Promote the competition across social media
- Grow a qualified tourism marketing database
- Create a flexible EDM template for future campaigns
Project Overview
Client
City of Launceston
Services
Digital marketing
Graphic design
Key Outcomes
11,780 competition entries / mailing list subscribers
Social media campaign
EDM template design
Our Approach
Using the Launnie place brand to create a campaign people would stop and notice.
We started by designing a suite of social ads that combined bold typography, beautiful photography and playful illustrations to create engaging, scroll-stopping creative across Facebook and Instagram.
The campaign targeted audiences across Tasmania and mainland Australia with an interest in travel, events and experiences, helping introduce the new place brand and competition to new audiences.
Once the competition wrapped up, we designed and developed a custom EDM template in Mailchimp that the City of Launceston team could continue using for future communications. The template was built to be flexible and easy to manage internally, with reusable sections for events, local guides, itineraries and seasonal content.
The Outcome
11,780 entries to the social media competition
The campaign didn’t just generate 11,780 competition entries — it built a qualified tourism marketing database of nearly 12,000 people with a genuine interest in visiting Launceston.
Alongside building the database, the campaign reached 193,845 users and delivered 478,371 impressions in just over two weeks.
Combined with the new EDM template, the project gives the City of Launceston team a simple and scalable way to continue promoting the region through regular, branded and easy-to-manage digital communications.