Visit Snowy Valleys
July 2022 - February 2023
Full organic social media management including curation of user-generated content (UGC), content creation and posting (5 posts per week), monthly reporting and community management. Plus, additional marketing support writing editorials and ads for external publications including ideation and execution of the creative.
West of the mountains, east of the outback and a country mile from stress, you’ll find the Snowy Valleys. It’s a place where life moves with the seasons and the experiences are crafted by the bounties of nature.
Image credit: Ollie Khedun for Visit Snowy Valleys.
The incredibly diverse region stretches from a few clicks outside of Gundagai in the north to the Murray River in the south and from the ACT border and Mount Kosciuszko in the east towards the plains of the Riverina. It’s overseen by Snowy Valleys Council.
We were engaged to ensure the continuity of the region’s social media presence while the council recruited a new staff member. In addition to creating content, they were looking for someone experienced in regional tourism marketing who could maintain performance (in fact, we did one better and improved it!) and provide reporting that would allow the team to make informed marketing decisions in the future.
About
The region is marketed to consumers as the Snowy Valleys. It encompasses the large towns of Tumut and Tumbarumba as well as smaller towns and villages like Adelong, Batlow and Talbingo. In addition to its natural beauty, being home to the Snowy Mountains Scheme makes it an area that holds significant history and importance for the state.
The Snowy Valleys is a region with a wide range of things to see and do. As a place with four distinct seasons, it embraces each of them for the unique experiences they bring. Home to the Snowy Mountains Scheme, visitors have a unique opportunity to see and get insights into the largest hydroelectricity project in Australia. Many of the dams and waterways are also open for camping, hiking, and water activities.
There’s snow skiing in winter, the changing of the leaves in autumn and award-winning festivals to visit. Coordinating the social media schedule for this region is no small task – there’s always something incredible to see, do or experience. Additionally, its natural beauty and unique landscape mean that it’s a destination that generates a wealth of user-generated content. Balancing curated content from visitors with key messages from the destination is important to boost engagement while also communicating events and important messages in a timely way.
Luckily, this is just what we love to do at Assembld!
Keeping things consistent with the existing brand was important. It wasn’t our job to reinvent the wheel – but we are happy to say that the small changes and refinements that we made had a big impact on the growth of their social media following engagement and impressions. The impact wasn’t just seen on social media, with on-brand advertisements and editorials successfully delivered across a range of media publications including Caravanning Australia, Snowpost and Out and About.
As a region who have invested time and resources into its branding, tone of voice and messaging, it needed to work with an agency that could write content and engage with its audience authentically and seamlessly. A Wagga-based agency, Assembld brought a wealth of local knowledge as well as experience working with councils and regional tourism bodies. It was this unique combination that allowed us to slip seamlessly into the role of content marketer.
Let’s talk numbers
With an existing social media audience of around 20,000 followers, Assembld was able to:
Grow the total audience on Facebook and Instagram by 9.4%
Produce content attracting more than 3 million impressions, nearly doubling their impressions from the previous financial year in just 8 months
Generate 180,000 engagements
Keen on having an events marketing expert on your team? Let’s get the convo started.
