Inverell is a thriving community in the New England North West of NSW. Surrounded by gemstone country, it is often referred to as the ‘Sapphire City’. The Inverell Shire Council was formed in 1979, and aims to promote and provide quality services to its citizens.
Inverell Council wanted to evolve their tourism strategy and promote the natural resources, vibrant lifestyle opportunities, and other ‘hidden gems’ in Inverell. To do this, they enlisted núcleo for a full service and multi-channel marketing campaign.
In order to maximise the campaign’s reach, núcleo and Inverell Shire Council devised a cohesive strategy that included a new website, promotional media advertisements, a digital marketing plan, and a professional TVC.
The website design provides an enjoyable user experience, with simple access to information and multiple CTAs. It features a fresh colour palette of natural, earthy tones, which complement the organic imagery used throughout. A fun ‘hand-drawn’ font was used to emphasise the city’s standing as a relaxed, people-focussed destination.
A simple domain name, keyword integration, newly written landing pages, and other SEO techniques contribute to a solid digital marketing strategy.
Social media was also integrated into the campaign, with the promotion of high-quality images on Facebook, and the encouragement for citizens to post selfies and photos on Instagram with the hashtag #InverellSapphireCity.
Additionally, núcleo used social media to release a casting call for the promotional video. Promoting local people and places in the marketing material was an important aspect in highlighting the community aspects of Inverell, and complemented the overarching branding statement: ‘Put yourself in the picture’. The experienced creative directors at núcleo spent three days filming on site in Inverell to achieve the perfect results.