Central Coast Council
Destination Branding
Approach
The Misfits partnered with Central Coast Council to develop an integrated content-led campaign designed to reposition the region through the voices of well-known lifestyle personalities who call the Coast home. Moving beyond traditional tourism marketing, we embedded real stories from chefs, surfers, artists, and makers—showcasing the region’s culture and experiences in an authentic, editorial-style format. Each narrative was strategically crafted to engage key audience segments, leveraging influencer credibility to drive awareness, consideration, and conversion. The campaign was built for multi-channel amplification, ensuring the Central Coast was positioned as a must-visit destination with real stories at its core.
Outcome
The Misfits delivered a suite of high-impact content assets, managing end-to-end production from talent curation to post-production. Designed for a seamless omnichannel rollout, the campaign was optimised for social, digital, and owned media, ensuring maximum reach and engagement. By leveraging a mix of short-form, long-form, and cutdown assets, we created a modular content ecosystem that allowed for flexible campaign deployment across multiple seasons. The result was a scalable, evergreen content platform that not only elevated the Central Coast’s brand positioning but also provided Council with a long-term strategic marketing asset.
The Misfits execution is flawless.
Working with The Misfits on the Snowflake World Tour has been an amazing journey. They are an extension to our team; true strategic partners, bringing fresh ideas and a deep understanding of our brand, objectives and goals. Their approach allows us to work seamlessly together, delivering memorable experiences for our customers and prospects.
The Misfits execution is flawless. An attendee at the Sydney World Tour event last year summed it up perfectly noting they ‘felt the event was intimate yet very large scale’. This is hard to achieve however was felt across the board by customers, partners and Snowflakes. They are a creative and committed agency to their clients and the Snowflake World Tour events last year were hands down our best yet. We are looking forward to continuing to grow our partnership.”