Discount on National Parks passes

Election Commitment Project

When working at NSW National Parks, under the Office of Environment and Heritage from 2015 to 2016, I marketed an election commitment promise designed to increase the uptake of annual passes to national parks.

Working cross-agency

The project involved other state agencies Service NSW and Road and Maritime Services to deliver a discount to annual passes at the point of vehicle registration renewal.

The challenges

Understanding National Parks customer and car registration buyer behaviours was the first challenge of this project – I collated information from several internal departments, some external departments and ABS information when developing the marketing plan. The next step was navigating three agencies to find and access the right promotional channels for this offer.

The success

The project was extremely successful in its goals, achieving 350% ROI in the first six months and dramatically increasing the size of the national parks database.