With the mission to increase visitation and continue to showcase The Ginger Factory as an exciting and accessible tourism destination for young families, we teamed up with The Ginger Factory to bring the first Zog Trail to Australia!
Tasked with managing the transition from the much-loved Gruffalo Trail to the new Zog Trail and to effectively attract interstate visitors all while retaining their loyal Sunshine Coast locals, we set to work.
From collaborating with the park team to design the trail experience to supplying countless in-venue design assets including over 50 park signs, a trail map, web experiences, posters, and more, it’s been an epic project to be a part of.
Managing all digital touchpoints saw our team create an animated Zog landing page, manage email marketing, and implement a social media strategy to generate hype in the lead-up to the official opening. With Jennifer Hillhouse and Miles Productions onboard we showcased the experience through playful photography and videography to ignite the imagination.
In just the first month we increased the Instagram community by 5.82%, generated over 3,700 entries in a social media competition and increased the Facebook page views, Instagram reach and new visitors to the website by 249%, 195% and 28% respectively compared to the year prior.
Spreading the exciting news far and wide we implemented a PR and influencer campaign collaborating with local influencers with a combined following of 205K, managing a media event, and gaining coverage across Urban List, Channel 7, and ABC News. Sunshine Coast locals saw the clumsy dragon appear in magazines, school holiday guides, on the side of a bus, and a TV commercial!
With visitation and average spending in the first month increasing by 6.64% and 8% respectively, it’s safe to say the clumsy dragon has already won the hearts of the community and been an instant hit for The Ginger Factory.
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