Data-driven agency, AFFINITY, has taken home Australia’s only win in the global WARC Media Awards Best Use of Data category, winning a Silver for Best use of Data for its Central Coast “Couch to Coast” campaign for Tourism Central Coast.
This latest win marks AFFINTY’s third WARC Media Award in recent years, following Grand Prix wins in 2017 and 2018.
The “Couch to Coast” campaign shifted long-entrenched perceptions about the Central Coast as a destination perceived as ‘bogan’ to boomtown, boosting visitor numbers to record levels and growing tourism revenue by $199 million in just six months – a 22.7% increase.
Says Luke Brown, CEO, AFFINITY: “We’re thrilled to fly the flag for Australia in winning a global award that recognises the role of data in an effective communications strategy. Being smarter with data to drive big outcomes is our bread and butter business. It doesn’t need to be complicated. Media-led insight driven by new collection methods and clever analysis will come up trumps every time. I couldn’t be prouder of our team and the results this campaign has achieved.”
The WARC Award win follows AFFINITY’s appointment to FinTech home loan marketplace JOUST’s account late last year.
Now in their fourth year, the global WARC Awards are discipline-neutral and channel-agnostic, with awards in just four categories – best use of data along with three effectiveness awards for channel integration, use of tech, and partnerships and sponsorships.