littleBIG grows tourism and destination client portfolio
Full-service agency littleBIG, has both expanded scopes with long-standing clients and welcomed new additions to its tourism and destination brands for this financial year, alongside the food and drink portfolios.
Sally Harley
The announcement:
In line with an overall upward trajectory of the industry post-lockdowns, littleBIG has secured new tourism wins and diversified their offering with seven of their 10 existing tourism & destination clients.
New wins
The agency is finalising repositioning and re-branding work for the Sip and Savour Festival. This destination event will champion Australia’s talented regional producers and creators to deliver a full “taste of the region” sensory and cultural experience against bushland backdrops, with Albury being the first destination to host the re-imagined Festival.
BeerFest itself returns to full national programming in FY23 and littleBIG has kicked off the marketing action with a branding project for BeerFest’s hugely popular Launceston NYE property.
littleBIG’s work with Melbourne Airport has ramped up too, with new airlines and routes entering and re-entering the market. The agency will soon launch new Vietnamese carrier Bamboo Airways to Melbourne trade and media. Bamboo Airways will be the sixth international airline littleBIG has partnered with.
Expanding scopes
A 13-year relationship with Melbourne icon, Queen Victoria Market, has again expanded as Winter Night Market is in full swing for 2022 and experiencing very large attendance numbers, with further seasonal night markets on the horizon. Night markets are just a few of the many Queen Victoria Market projects that supplement littleBIG’s ‘always-on’ client/agency relationship.
Tourism icons formed a significant slice of littleBIG’s work in winter, with the agency marketing Sovereign Hill’s Winter Wonderlights for the second year running, this year adding media/influencer relations to the project scope. The agency flexes its full-service muscles for Sovereign Hill, executing Campaign Marketing Strategy, Creative, Paid Social, ATL Advertising, and now PR, for each of the Ballarat mainstay’s seasonal campaigns.
Building on a successful holistic marketing scope for the 2022 Begonia Festival, littleBIG has been appointed by City of Ballarat to continue an ideation partnership linked with the City’s overall event strategy.
Destination wineries Innocent Bystander, Tamar Ridge and Devil’s Corner have enlarged their PR scopes with littleBIG into FY23. For the two Tassie brands, the agency will deliver traditional PR and influencer engagement to promote their range of wines, events and cellar doors. For Innocent Bystander, fresh partnerships and activations are on the horizon.
“It’s incredibly enjoyable and fulfilling to work with so many top-notch destination and travel brands. We feel a responsibility to help drive commercially sustainable tourism back to our shores and beyond,” says littleBIG founder & director Sally Harley.
“I’ve spent a lot of 2022 so far listening to industry members directly and through insightful and bonding events like the recent Destination Victoria conference. We’re highly focused on delivering campaigns and client partnerships that are budget effective. No-one’s out of the woods yet and government support can only take us so far.
Creating synergies between different parts of the marketing mix is our great strength and we’re seeing a lot of our growth come from it.
It saves small marketing teams time in briefing and management, rationalises fees and maximises total budgets – anything that works to streamline processes while delivering big results is crucial at this time when we’re looking to future-safe the tourism industry,” she said.
Source: littleBIG
