Storytelling for investment attraction
/ The Brief.
We needed to change perceptions of the Sunshine Coast as a place to do business. The Sunshine Coast was well known as a lifestyle and holiday destination, but research showed it was not yet widely recognised as a serious place to do business. Working with Invest Sunshine Coast, Macneil Marketing was tasked with changing that perception, showcasing the region’s business advantages and generating new investment leads.
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/ The Strategy.
We created Give your business a boost of Vitamin SC, a distinctive video marketing campaign that used humour and storytelling to showcase the Sunshine Coast as a place where business and lifestyle thrive.
A series of TVC-style videos brought the region’s investment proposition to life, highlighting key reasons to do business on the Sunshine Coast, including digital connectivity, innovation, infrastructure, accessibility, a thriving business community and work-life balance.
The campaign was delivered across Google Ads, Meta and LinkedIn, supported by dedicated landing pages, lead magnets and lead nurturing. Following the success of the initial campaign, Vitamin SC evolved across multiple seasons, with nine videos produced in total.
Campaign results
1151
New leads
8.78M
Ad impressions
3.1M
Video views
1.03M
Ad impressions
9
Videos produced
2x Gold
International Awards
/ The Results.
Vitamin SC successfully put the Sunshine Coast’s business and investment proposition in front of millions of people, generating more than 1,100 investment leads and significant engagement with the campaign content.
The campaign demonstrated how storytelling, video marketing and integrated digital advertising can be used to shift perceptions of a destination and position it as an attractive place to invest, work and do business.
Each video focused on a different competitive advantage of the Sunshine Coast, including work-life balance, reduced congestion, digital connectivity, a collaborative business community, innovation and international connectivity.
The campaign also gained national and international recognition, receiving two Gold Awards at the 2023 International Economic Development Council Excellence in Economic Development Awards.