Central Coast Destination
The Misfits worked with The Central Coast Council to develop their destination brand and launch it in region to help grow visitation, awareness of, and tourism to the destination. To create pride of place in the Central Coast, residents need to own and share a deep connection to the region. Our research revealed that many Central Coast residents are “tree-changers” or “sea-changers” and with a median age of 41, they are youthful, progressive and motivated to advocate for the region. By building awareness around honouring the achievements of them and their neighbours, we sought to create super- fans out of these locals who became the active voices of the campaign.
We selected a few of the regions finest and most influential makers, creators, producers and innovators as central to the campaign. The campaign focused on real Central Coast residents, achieving amazing things.
These residents also commanded powerful peer to peer networks adding reach and social influence to the campaign.
The results spoke for themselves with a spike in NPS from a brand health report and a local reach of over 10 million residents and visitors to the Central Coast, the campaign proved a major success for the council.