Destination Wollongong partnered with Craft to promote the “Why Bother” campaign, with a clear focus on building awareness and driving entries into the “Ultimate Gong Getaway” competition.

The challenge was to reach a broad audience while turning that attention into meaningful action. We needed a campaign that could both capture interest and guide people through to entering.

We delivered a full-funnel digital campaign across Meta, YouTube and TikTok, using video-led creative to drive reach and engagement. The campaign was structured in two phases, starting with awareness to build a strong audience pool, followed by a conversion phase focused on driving competition entries.

Through ongoing optimisation and targeted messaging, we guided users from first interaction through to entry.

The result was a high-performing campaign that generated strong reach, consistent engagement and a high volume of entries.