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Harbour Trust Achieves Record-Breaking 892% Digital Growth

892%
Increase in conversion rate from Google Ads (from 2.44% to 24.20%)
214.32%
Increase in site visitors (while maintaining a low cost per landing page view of $0.54)
854%
Increase in reach on Facebook Ads

Table of contents

Overview

The Sydney Harbour Federation Trust is an Australian Government agency established in 2001 to protect and manage extraordinary foreshore sites on Sydney Harbour. Its portfolio of sites includes Cockatoo Island, Headland Park (Mosman), Macquarie Lightstation, North Head Sanctuary (Manly) and Sub Base Platypus (North Sydney). Major cultural events such as the Biennale of Sydney have contributed to the popularity of the sites, which attract more than 1.9 million visitors each year.

Channels

SEO
PPC

Challenges

  • Site Diversity – Managing multiple historical sites with different offerings and audiences
  • Campaign Efficiency – Suboptimal performance across digital advertising channels
  • Revenue Streams – Need to grow multiple revenue sources (tours, accommodation, events)
  • Brand Awareness – Limited digital presence for significant cultural heritage sites
  • Visitor Growth – Need to increase visitation across 1.9 million annual visitor base
Eve Le Gall
Head of Marketing and Engagement, Harbour Trust

Setting the Standard in Professional Service

Aside from being very pleasant to work with, their professionalism and responsiveness stand out.

Solutions

  • Digital Audit – Conducted comprehensive audits of Google Ads, Facebook, and SEO performance
  • Strategic Planning – Developed clear goal paths and milestones for each site and offering
  • Campaign Restructuring – Completely rebuilt PPC campaigns with focused optimization
  • Budget Allocation – Prioritized spending based on key events and visitation goals
  • Channel Strategy – Created tailored approaches for each marketing channel based on specific campaign objectives

Impact

  • Conversion Excellence – Achieved 892% increase in Google Ads conversion rate (from 2.44% to 24.20%)
  • Traffic Growth – Generated 214.32% increase in site visitors while maintaining low cost per landing page view of $0.54
  • Social Media Reach – Delivered 854% increase in Facebook Ads reach
  • Cost Efficiency – Maintained cost-effective visitor acquisition across channels
  • Digital Presence – Significantly enhanced online visibility for cultural heritage sites
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