Coffs Coast, powered by The City of Coffs Harbour

Coast has been working closely with Coffs Harbour Industry and Destination Development for a number of years to continually evolve their extensive information hub that is responsible for promoting Coffs Coast throughout Australia and around the world. The region encapsulates Coffs Harbour, Sawtell, Urunga, Woolgoolga, Coramba and everywhere in between.


The latest versions of Coffs Coast’s marketing collateral included revitalising the website and the Destination Coffs Coast: Place of Plenty publication. Our content marketing strategy focused on three key areas – user experience, calls to action and value – to further evolve Coffs Coast’s print and digital footprint.

We started by identifying different audiences and tailoring the user experience to best meet their needs. We did this through the creation of unique pieces of content focused on these markets.

Optimising the content strategy for printed collateral was also very important, as was the need to deliver a user experience online that matched the destination itself.

For the website, we examined the calls to action we wanted each audience to take, the micro-conversions (actions to be completed) – eg sharing content, clicking to call, registering interest, downloading a brochure. Finally, we looked if there were any optimisations required to grow engagement.

Also top of our list of priorities was ensuring the site functioned well across all devices.

In terms of adding value, the benefits of using Coffs Coast collateral needed to be clearly visible to a user. For example, to educate users to know that online they can easily plan their own personalised visit and save and share it all for free then this is a great value proposition. By adding partner content from other sources has boosted credibility of the collateral, e.g. reviews, blogs by travel influencers, or suggestions from locals, further adding value to the collateral. Cross promotion of various collateral was also part of our strategy.

Graphic Design

We are delighted to design and publish the annual Coffs Coast Place of Plenty magazine! This year we’ve taken the magazine to new heights, completely redoing the content strategy + design aesthetic.

Featuring engaging photographic and written content, illustrated maps and an extensive directory, the Coffs Coast: Place of Plenty publication is your perfect guide to explore the Coffs Coast.

Rather than repeating the trend of creating the classic throw away magazine for tourists or locals alike, we designed something you’ll feel guilty parting with – if you can manage to even put it down! An inspiring magazine showing off all things Place of Plenty brings a touch of style and class to the traditional ‘local guide’.


This year we were pleased to make our mark on the content side of the publication, with ‘Meet a Local’ articles written in-house by our copywriting legend, Laura Hui. Showcasing how these 9 local ambassadors love to spend their time on the Coffs Coast, these are the perfect addition to the 2023 publication. We have also created longer form blog articles on each of the locals, which can be found on the Coffs Coast website.

What are you waiting for? Lets make some magic. Book a free meeting today

What are you waiting for?

Let's make some magic!

Book a free meeting today

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